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Following the success of its recent 24/7 Mini Cab advertising campaign, McDonalds SA is of the opinion that the Mini Cab advertising medium might just be the best way to capture the attention of visiting 2010 FIFA World Cup fans!
Branded by vehicle branding experts Graffiti, the fast food giant’s newly branded, yellow and blue vehicles highlight both its status as Official Restaurant Sponsor of the 2010 FIFA World Cup, as well as drawing attention to its 24 hour restaurant offering.
Commenting on the double message, Daniel Padiachy, Marketing and Consumer Insights Manager at McDonalds SA said: “As secure transportation is an imperative for foreign travellers to South Africa, the Mini Cab vehicles afford us a fantastic opportunity of communicating with the large numbers of visitors expected for the 2010 FIFA World Cup.
Since eating out is another great tourist pastime, we chose to combine our advertising messages on these vehicles to inform international visitors that our restaurants are open 24 hours a day.”
Conceptualised by DDB S.A, the new creative execution features McDonalds bright green 2010 FIFA World Cup branding alongside the regular blue and yellow 24/7 advertising that South Africans have come to recognise from previous mobile media campaigns. “Both messages are extremely relevant to this particular audience and we believe DDB have managed to combine them in such a way that we don’t lose the effect of either message,” explained Padiachy.
Added Graffiti Director, Natalie Cloete: “From the outset, McDonalds has been very innovative and creative with its mobile media campaigns. In the latest instance, by choosing to combine two very relevant messages in one implementation, they really have capitalized on the versatility of the medium and I think it’s going to prove to be very effective over the World Cup period.”
The 45 Mini Cab metered taxis can currently be found attracting attention on the streets of the country’s major tourist centres – Johannesburg, Cape Town and Durban – for a six month period until the end of August 2010.
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