ComutaNet currently reaches over 20 million economically active South African commuters on a daily basis. Through its wide variety of media options, this vast market can be reached in an upfront and personal manner. It was for this reason that Vodacom chose taxi rank branding to launch its ‘Yebo Millionaires’ campaign directly to its targeted market, with little to no wastage.

"This particular form of branding allows concentrated access to the economically active commuter population every 24 hours, and is a very cost effective medium," says ComutaNet's MD Pieter Groenewald. "With a high percentage of prepaid consumers at taxi ranks, Vodacom recognise[s] it as an ideal location to reach existing and potential cellular customers."

"One of the strongest advantages of rank branding for an advertiser is that it dominates ownership of the environment, leading to commuters referring to various taxi ranks by the advertiser's name, such as the 'Vodacom Rank' as opposed to the 'Baragwanath Rank'. Complete ownership of this nature makes competitive activity very difficult, whilst at the same time allowing the current advertiser to link other communication options to its branding element."

In South Africa, Vodacom's total number of subscribers is in the region of 23 million, while prepaid customers are estimated at over 19 million. Yebo Millionaires is a game show exclusive to Vodacom customers and is open to contract, prepaid and top up customers. However, prepaid customers must have recharged at least once in order to play the game.

"Our new partnership with Vodacom to profile its Yebo Millionaires campaign is testimony to ComutaNet's ability to offer unique ownership to clients at these sought-after hubs," says Pieter.