SuperSport initially worked with Provantage Media when they implemented a taxi branding campaign to promote SuperSport's soccer magazine show SuperDiski in 2007. The latest PSL campaign included the branding of 80 taxis nationally, 40 of which are the older Siyaya models and 40 new Quantum taxis.
“The new Quantum taxis offer SuperSport greater space and a more attractive vehicle to brand, therefore improving exposure,” says Jacques du Preez, managing director at Provantage Media. SuperSport has specifically targeted each region of football supporters with Provantage Media branding taxis in Cape Town in the Ajax Cape Town and Santos livery, Bloemfontein Celtic and Free State Stars will appear on taxis in Bloemfontein, while Golden Arrows, Thanda Royal Zulu and Ama-Zulu team colours have been used in Durban.
The SuperSport transit campaign will also include the use of Provantage TTV (Taxi Television), the first in-taxi TV channel in Africa. “SuperSport will be providing 12 minutes of PSL highlights that will be flighted each month on Provantage TTV,” says Luyanda Peter senior marketing manager at SuperSport. “TTV is an exciting new medium offered by Provantage Media that will allow us to reach over 2 million taxi commuters nationally, squarely targeting the market we wish to reach. Taxi commuters will be able to view PSL highlights in the selected Quantum taxis that currently offer TTV.”
“The popularity of football in this market segment is enormous and will further enhance the successful local content that we currently offer,” says du Preez. “The inclusion of PSL highlights on our in-taxi television station will further enhance the popularity of TTV, ensuring the medium grows as an attractive option for advertisers who want to reach this important, economically active market segment,” he concludes.
