Free-to-air e.tv has launched information on its new shows via an out of home media campaign at taxi ranks across South Africa. The channel has revisited its prime time ‘6 to 9 zone’ with two new local shows, featuring actors who starred in Generations, Umlilo and Ashes to Ashes. Not only that, but they hosted an activation in which stars from shows old and new appeared live at the Randburg taxi rank earlier this month.
Primedia Outdoor provided the setting for a mobile staging rig, with eye-catching branding of the premier e.tv shows on Brandmarks and billboards throughout the rank plus an army of promoters handing out glossy flyers to the flood of commuters swarming around the whump-whump of the sound system stacked centrestage.
In next to no time e.tv stars, Khanyi Mbau (Katch it with Khanyi), Cyprian Ndlovu (Club 808), Brian Majola aka ‘Bruno’ and cast members from the two new shows, were working the crowd that had swelled in numbers and became progressively more vocal as their idols selectively invited some of the more ardent fans on stage to get their groove on and win cool gear and product hampers.
The event at the Randburg taxi rank demonstrated the love and admiration local actors enjoy and the appearance of Mduduzi Mabaso, Brighton Ngoma, Mapaseka Koetle, Chumani Pan and Patrick Shai (both from Ashes to Ashes) and Umlilo stars – Gcina Mkhize, Omuhle Gela and Thato Molamu, had the crowd enthralled.
With the launch of new shows like Ashes to Ashes (set against the funeral business) and Umlilo (polygamy explored), bound to raise a few eyebrows and bigger audiences in the 6 to 9 zone, e.tv has stepped up their game and the reshuffle of perennial hit shows, Rhythm City and Club 808, will certainly give the regeneration of the channel, a head start.
