Media

Facing low circulation in the LSM 4-7 market in PE and East London, Sunday Times sucessfully utilises Isilumko Media Hit Squads to help address this issue. Taxi branding with Sunday Times Promoter Hit Squads have been used in each city to create ongoing awareness for the publication along with a close of the sales link. Each hit squad consists of two promoters and two Sunday Times sellers. They go to typically low sales areas to promote the Sunday Times for half the normal price right outside the consumer’s homes. Promoters make use of mega phones to verbalize the offering while the sellers nip in and out of the branded minibuses to deliver the paper to interested residents.

Taxi Media is a new addition to our LSM 4-7 product offerings. It was identified as the missing link to our commuter offerings and allows us to provide our clients with a one stop shop in targeting the LSM 4-7 commuter market through integrated and interactive media. The internal branding comes in the form of decals on the rear of each internal-facing seat while the external branding is the regular vehicle wrap. This branding offers a low cost option which would be coupled with our Rank Activation products to communicate through multiple touch-points and stimulate high brand recall.

But as everyone knows, the proof of the pudding is in the eating – and here’s just a taste of the good stuff. Sales have been solid to date with a 19% increase through the promotional period over the 5 weeks. There has been a minimum 200% increase in units sold in the East London area per Sunday between the 2 bus teams with results for PE still pending.