With an MC and DJ on site to whip up excitement, Toyota reached out to taxi owners, drivers, mechanics and association members to build and enhance brand awareness while promoting health and wellbeing.
The activation sought to promote the Toyota Sesfikile’s quality, durability and reliability, and emphasised the benefits and importance of using genuine Toyota parts. It also steered potential new clients to consultants from Toyota Financial services and Toyota dealer networks.
To drive home the message that Toyota cares about their customers’ wellbeing, the brand teamed up with the Department of Health and ILO to encourage taxi owners and drivers, as well as the ranks’ commuters to have a health screening performed on site. The Department of Health and ILO provided free services from blood pressure and glucose testing, through to screening for HIV and TB, with confidential test results and counselling.
“Many taxi drivers wake up at 4am and end work at 8pm, seven days a week, so they have no time to consult a clinic,” says Sizwe Mahlangu, National Taxi Operations manager for Toyota South Africa.
During one-on-one sessions with Toyota representatives, individual taxi drivers, owners and mechanics were able to get accurate information and voice their own feedback, ensuring that they felt valued by the brand. Giveaways of branded t-shirts and key-holders brought more people to the activation area and left them with a tangible reminder of Toyota.
The activations were held at 14 busy ranks across the country.
“The events were very successful, on two counts. From a business perspective, we were able to engage closely with our core customers, giving us the chance to correct a lot of false notions and ideas around our vehicles and services. It was useful to hear what people were saying about our products on the ground,” says Mahlangu.
“From a health perspective, many people were given access to important health services. The Department of Health was very happy with the number of people reached, particularly given the stigma that still accompanies HIV testing."
Peter Lindstrom, sales executive for Primedia Outdoor added that Toyota, the Department of Health and the ILO rolled out a particularly worthwhile series of activations, and Primedia Outdoor are proud to have played a supporting role.