Toyota recently teamed up with the department of health and the International Labour Organisation (ILO) to run a series of activations at busy taxi ranks, facilitated by Primedia Outdoor. 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 cared about their customers’ wellbeing, the brand teamed up with the DOH and ILO to encourage taxi owners and drivers, as well as the ranks’ commuters, to have a health screening performed on site. The DOH 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”, points out Sizwe Mahlangu, National Taxi Operations Manager for Toyota South Africa.
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