Guerrilla IMC – Tuk-tuks as brand medium grows

Out-of-home media owner Guerrilla IMC helped launch the first branded tuks-tuks in Cape Town late in2012. The client: Nestle; the product: the King Cone brand.

Medium used

Twenty taxis owned by the Monarch Tuksi Company in Cape Town were used to promote the King Cone brand.

Passenger treatment attracts commuters

A press release issued by Guerrilla IMC states that Monarch uses a business model called ‘No Fares, Only Shares’. Under this model commuters don't just pay a taxi fare but become ‘shareholders’ in the business instead and are then given the Royal Treatment. The press release goes on to state that “the royal treatment is a perfect fit for the King Cone brand.” The brand has been advertised on the tuk-tuks since the taxis were launched – a three month period.

Other mediums

When Monarch launched the tuk-tuks the company used social media platforms and their presence on the city streets created natural coverage from the likes of 5FM's DJ Fresh, 2 Oceans Vibe, Die Burger and e-tv's news channel. This type of media exposure obviously benefited the King Cone brand.

The Monarch Tuksi Company can provide several opportunities for brands to interact with their shareholding commuters. They provide branded canopies and new zip-up doors.

Research opportunities

 “There is potential for sales to be made both prior to boarding a tuk-tuk and once commuters are on board,” according to the issued press release.” Monarch can also provide a research opportunity for brands – commuters will be able to make the most of every trip by quickly and easily filling in a research survey on iPads fitted into the tuk-tuks.”


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