This past Saturday, 7 July, the city of Durban buzzed with excitement, fashion and racing as the Vodacom Durban July took place at the Greyville Racecourse. The iconic annual event first occurred in 1897. Since, it has maintained a high standard for top class fashion, entertainment and exciting races. In the middle of the exhilaration was Betting World and their branded cabs. Their branded presence stood out to the event patrons in a captivating way.
Betting World’s cab campaign
Betting World branded 10 cabs. They were strategically ready to transport event goers to, from and around the event – including the airport. The motivation behind the campaign was to serve commuters and travellers, whilst staying on top of mind. As a result, when the chance came to take a bet, Betting World was the first option of business instead of competitors.
The on-the-ground advertising allowed the cabs to talk to a captive audience through hand-picked cab drivers. Comments Hayley Khan, “We chose to execute the cab campaign with New Wave Outdoor Media as they come with a strong reputation, particularly in the cab advertising space. Cabs, as a platform with a direct target audience, was a logical choice to make in order for Betting World to stand out during the event.”
Cabs were strategically located at the airport in order to interact with visitors and guests while providing a service to the attendees. The subliminal messaging through the branded cabs drove mass awareness to the target market during a busy and important occasion.
New Wave Outdoor Media execute statement campaigns
Comments Warren Weiner, Managing Director of New Wave Outdoor Media, “When big brands like Betting World choose to invest in OOH advertising, it shows their belief in the effects of the medium. OOH provides brands with the opportunity to deliver simple messaging in a large and impactful manner.”
Cabs are a fantastic alternative to regular advertising strategies, particularly in the coastal region. They transport approximately 40 people a day, and cover up to 50000 km per month.