KekeADs, the
transit media system patented by Smate and Smate international Ltd, is
introducing the Plalight Reflective to its media offering in order to extend
the exposure of clients’ campaign messages. The transit media operator has
entered into a strategic partnership with Advertange, the media agency behind
the reflective printing technology that allows advertising campaigns placed on
the Keke Display panels to continue to be visible to commuters at night time.
Most out-of-home
advertising is invisible and lost at night due to poor lighting and a lack of
electric power. Advertange’s reflective material illuminates advertisements
when the reflective micro prismatic cells used in its production gives the
display maximum visibility at night.
The displays
printed on the reflective material are visible at distances up to 200 meters and
do not require an energy source. When panels placed at the back of Kekes come
into contact with vehicle headlights, the graphics are even more magnified and
magical. “We believe this will be captivating for the target audience – the
commuters who find themselves frequently behind the Kekes in traffic while on
the move and will usher a new revolution to outdoor advertising in Nigeria.”
says KekeAds operations manager, Jessica Nwosu.
Brand
advertising can be enhanced with 3D effects, bright colours and high resolution
and they come alive while the Kekes carrying the panels take campaign messages
to all the nooks and crannies of the cities in the country where the fast
growing motor tricycles popularly known as Kekes are found.
Several brands such
as Etisalat, Unilever, Top Tea and Tom Tom have benefited from the reflective
display materials used on many of their outdoor advertising campaigns. The use
of the reflective material effectively increases consumer recall rates and
brand recognition for the campaigns. Other notable brands spotted at night
using the technology include Omo, Guinness and Glo.
Amina a manager
at Advertange said, “We hope to encourage brands to enjoy extra exposure during
the dark hours with the printing technology. When used on the KekeAds
innovative display system, the panels printed using Advatange’s reflective
material stands out and are very easily spotted on the roads.”
The KekeAds team
has announced its plans to challenge big brands and their advertising agencies
to become more creative and pioneering by adding the Keke transit media system
to their media plans. Smate and Smate International Ltd, the company behind the
KekeAds system have developed a creative competition aimed at encouraging
creative graphic designers to design exciting campaigns for their clients’
brands using the Keke transit media.
Esona Onuoha,
the Managing director of Smate & Smate says: “We want to make the case for
advertising agencies to positively contribute to business and society by
getting the industry to think about itself, adapt, restructure and apply its
considerable skills to the issues we face as a country, as professionals and as
citizens promoting learning, exposing issues and embracing the changes we
currently face, and those that we will face in the years to come.”
The organization
expects the agencies to come out with answers to pertinent national questions
and believes that some may even come out with more questions but claims that
after the Creative Challenge, none will come out the same. The agencies need to
come out and embrace change and participate in the Keke Transit Media 2012
Challenge.
The Challenge is
to design and write up Keke Display posters, using the inside and back panels,
that would entertain, inform and inspire Nigerians as they commute daily,
inside or behind the Kekes motor tricycles. There will be two categories; the
first is for Public Enlightenment entries whereby creatives will demonstrate
that the inside panels of the Kekes remain an effective tool that can hold
passenger attention using the panel to address social issues that affect
Nigerians. Entries are expected to tackle issues such as security – e.g.
anti-terrorism messages, health – e.g. HIV, smoking and entertainment – e.g.
carnivals, festivals etc.
The second
category will provide an opportunity for brands to be showcased on the back
panels highlighting with confidence that the panels posses the power to
persuade consumers as a key communications channel as well as its ability to
reach some of the most valuable and attractive advertising audiences.
The average
Nigerian leads a tough life. Long hours in heavy traffic, packed commutes and
the hustle and bustle of urban living can make it hard to keep things in
balance. Kekes play a vital role in restoring the equilibrium, providing
affordable transportation to the millions of people who live and work in
Nigerian cities.
An advertising
executive added that, “As creative advertising practitioners, we want to reach
commuters at what is probably the pinnacle of their stressful lives. The goal
is to remind them of the brands that enrich their lives and to enlighten them
on the issues at their doorstep, encouraging them to relate with the brands and
finally to gently remind them of the role they can play in making the country
better.”
Smate &
Smate has put up a cash prize of N250,000.00 (Two Hundred and Fifty Thousand
Naira) for the winners and is expecting to receive over 200 entries from across
the country and in doing so highlight the passion that remains in the industry
for creative advertising.
The challenge
will be the required catalyst to encourage a legion of creative people in the
industry to showcase their skills and their belief in the power of the synergy
the Keke motor tricycles have with commuters who are also consumers.
Deemed by many
advertising practitioners as an appealing effective way to target a wide
segment of consumers such as pedestrians, road users and Keke passengers, it is
clear that the Keke Advertising display system will dominate the streets in
many cities where it is operational.
For more details
about the creative competition, contact:
SMATE
& SMATE INT’L LTD
The Penthouse,
Ropp House,
1774 Adetokunbo Ademola Crescent
WUSE II
FCT
Tel: 0803
4114 888
Email: marketing@smateandsmate.com
Digital Printing
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