Turn­ing Trains to Mov­ing Bill­boards

With the grad­ual revamp of the rail trans­porta­tion sys­tem in Nige­ria, ad­ver­tis­ers are be­gin­ning to see the plat­form as an­other vi­able way to reach their tar­get au­di­ence.

THISDAY - - BUSINESS WORLD ADVERTISING - Ra­heem Ak­ing­bolu re­ports

Ex­te­rior ad­ver­tis­ing for­mats help brands break through the bustling plat­form crowds. For in­stance, as train is the most im­por­tant trans­port in in­dia & the world, in In­dia there are 16 zones in all over In­dia and var­i­ous di­vi­sions, train cater for all kind of peo­ple, ad­ver­tis­ing on train is the best in way, client will cover ur­ban ru­ral and other state as well

Though with hum­ble be­gin­ning traced to 1928, when UAC es­tab­lished what is to­day known as Lin­tas, to pro­vide mar­ket­ing ser­vices to the ac­tiv­i­ties of the colo­nial masters, Ad­ver­tis­ing in Nige­ria has since evolved and given birth to var­i­ous plat­forms. In the early years, the only vi­able plat­form was the out­door, fol­lowed by print and tele­vi­sion com­mer­cials. Few years ago, bus brand­ing crept in and got in­stant ac­cept­abil­ity. With the rev­o­lu­tion of the dig­i­tal me­dia, the out-of-home sub sec­tor blos­somed with many agen­cies in­tro­duc­ing dig­i­tal plat­forms and LCD, which has to­day be­come a ma­jor in­no­va­tive plat­form for brands that want to re­main rel­e­vant.

How­ever, be­tween 2011 and 2015, the regime of for­mer Pres­i­dent Good­luck Jonathan be­gan to in­vest in rail sys­tem as a so­lu­tion to peren­nial trans­porta­tion chal­lenges fac­ing the coun­try. On as­sump­tion of of­fice of Pres­i­dent Muham­madu Buhari, he started from where his pre­de­ces­sor ended it and com­pleted the first phase of the project. To­day, Abuja-Kaduna and La­gos-Ibadan have been opened up for ser­vices, while the rail sys­tems within La­gos me­trop­o­lis and La­gos –Abuja-Kano routes have been re­ju­ve­nated.

Op­por­tu­ni­ties for Nige­ria ad­ver­tis­ers With this devel­op­ment, Nige­rian out-of-home ad­ver­tis­ing com­mu­nity has wo­ken up to the need to key into the new regime and cre­ate a cred­i­ble al­ter­na­tive to brand own­ers and busi­nesses. At the mo­ment, a Dig­i­tal & Tran­sit Me­dia com­pany – TranXeon, based in La­gos is in the fore­front of the new ad­ver­tis­ing rev­o­lu­tion. The agency is not only ex­plor­ing the op­por­tu­ni­ties in Train Brand­ing Ad­ver­tis­ing Ser­vices, it is also mak­ing a clar­ion call to busi­ness own­ers to em­brace the plat­form.

In an in­ter­view with THISDAY, the Chief Oper­a­tions Of­fi­cer at TranXeon, Ayo Egun­jobi called on ad­ver­tis­ers to take a cue from what is ob­tain­able in In­dia, Bri­tain and other ad­vanced coun­tries where Metro Train Ad­ver­tis­ing Ser­vice has be­come a plat­form to beat. Among other ser­vices, he said his com­pany of­fers ex­te­rior brand­ing ser­vices, mo­bile vans ad­ver­tise­ment ser­vices, metro Train Ad­ver­tis­ing ser­vice and much more.

‘’Train sta­tion ad­ver­tis­ing op­por­tu­ni­ties ex­ist across many sta­tions across the world. Due to the in­cred­i­bly high dwell time, rail ad­ver­tis­ing de­liv­ers high en­gage­ment, and high im­pact ad­ver­tis­ing to a more re­cep­tive a cap­tive com­muter au­di­ence. From com­plete sta­tion dom­i­na­tion, through to the rail plat­form ad­ver­tis­ing, train in­ter­nals and train ex­ter­nals, whether is it static or dig­i­tal bill­board ad­ver­tis­ing rail of­fers ex­cel­lent ad­ver­tis­ing Re­turn on In­vest­ment,’’ he said.

Speak­ing fur­ther, he ex­plained that com­plete Train Wraps are a brand new of­fer­ing that will soon be in­tro­duced by the com­pany as it al­lows ad­ver­tis­ers to con­nect with a huge au­di­ence of work, school and recre­ational com­muters.

‘’Ex­te­rior ad­ver­tis­ing for­mats help brands break through the bustling plat­form crowds. For in­stance, as train is the most im­por­tant trans­port in in­dia & the world, in In­dia there are 16 zones in all over In­dia and var­i­ous di­vi­sions, train cater for all kind of peo­ple, ad­ver­tis­ing on train is the best in way, client will cover ur­ban ru­ral and other state as well.

‘’In Nige­ria, we po­si­tion our com­pany to be in­stru­men­tal in of­fer­ing Rail­way Ad­ver­tis­ing that are high com­mu­ni­cat­ing and en­gulfs a large au­di­ence. We pro­vide creative ideas and con­cepts, which com­mu­ni­cates dif­fer­ent sec­tions of peo­ple in the so­ci­ety,’’

The of­fer­ing Ac­cord­ing to Egun­jobi, the com­pany has be­gun Train and Coach dom­i­na­tion on the Nige­ria Rail­way Cor­po­ra­tion Lines on La­gos and Abuja route.

He said: “In La­gos, Train moves from Ijoko-Itoki-Ag­badoIju-Agege-Ikeja-Shogun­leOshodi-Mush­inYaba-Ebute Metta-Iddo-Apapa. Within the Hours that the train func­tions not less than 300,000 com­muters view the ad­verts as the trains route is just be­side the Oshodi Abeokuta Ex­press and some parts of Iko­rodu Road.

Speak­ing on eye on Ad­vert, he pointed out that rail lines in La­gos is used by 22,000 com­muters daily; and in­tend to park the train at ei­ther Oshodi or Ikeja Sta­tions at least once a week, adding that Oshodi boasts of 1mil­lion com­muters pass­ing through daily while Ikeja Boasts of not less than 500,000 com­muters daily.

Point of Sale Ac­ti­va­tion He also stated that where the trains are parked on at the Sta­tions, there is the op­por­tu­nity to do a prod­uct ac­ti­va­tion, en­gage­ment, fa­mil­iari­sa­tion and in­ter­ac­tion with com­muters. In his ex­pert opin­ion, such a cam­paign can be backed with a free BP Checkup which can cover by the print and au­dio vis­ual press to give more cre­dence to the Neimeth brand.

In ad­di­tion to the dom­i­na­tion of the train, he ex­plained that prod­uct jin­gles will be played through the jour­ney on the trains thereby en­dear­ing the com­muters to the brands.

Egun­jobi also stated that the ex­ter­nal dis­play area car­ry­ing the ad­verts is 55m2 (22m X 2.5m) on each side; which brings it to a to­tal of 110m2.

‘’The size of the dis­play area by all means can be com­pared to that of a stan­dard 120m2 Unipole. The bold na­ture of the full brand­ing will not go un­no­ticed and this in its self is a lot of value for the brand. It will in­ter­est Nige­ri­ans to learn that com­muters, who are avoid­ing the Abuja-Kaduna road, have now opted for the trains due to the in­creased in­se­cu­rity (Kid­nap­ping & Rob­bery) along the road. As I speak, Min­is­ters, Sen­a­tors, and the gen­eral pub­lic now pre­fer to use the trains. There are now 2 Trains (with a to­tal of 11 Coaches) that make 4 trips each, daily from Abuja-Kaduna.

Eye on Ad­vert Mean­while, the ad­ver­tis­ing prac­ti­tioner has claimed that on daily ba­sis, not less than 7,744 com­muters use the rails and a to­tal of about 50,000 com­muters use the lines weekly. He fur­ther dis­closed that as the train tra­verses through Abuja, some parts of Niger State and Kaduna, it is es­ti­mated that not less than an­other 100, 00 on­look­ers view the trains daily. ‘’It is also wor­thy of note that the num­ber of com­muters us­ing the trains have tripled be­tween Novem­ber 2017 and Fe­bru­ary 2018. This is one of the fastest growing trans­port medi­ums in the coun­try to­day.

Point of Sale En­gage­ment An­other op­por­tu­nity he iden­ti­fied was that the in­ter­city trip takes ap­prox­i­mately 2.5hrs and as such the seat­ing arrangement is sim­i­lar to that of an air plane. Dur­ing the trip, he added that com­muters have the op­por­tu­nity to be well ed­u­cated and en­gaged about the brands they will want to ex­pose to and im­me­di­ate feed­back can be col­lated to im­prove on the brands where nec­es­sary.

‘’On these trains, in ad­di­tion to the walls and par­ti­tion­ing be­ing branded, the seat covers are also to be branded thereby in­creas­ing brands’ ex­po­sure. In ad­di­tion to the dom­i­na­tion of the train, prod­uct jin­gles will be played through the jour­ney on the trains en­dear­ing the com­muters to the brands. The ex­ter­nal dis­play area car­ry­ing the ad­verts is 55m2 (22m X 2.5m) on each side; which brings it to a to­tal of 110m2. The size of the dis­play area by all means can be com­pared to that of a stan­dard 120m2 Unipole. The bold na­ture of the full brand­ing will not go un­no­ticed and this in its self is a lot of Value for the brand,’’ he added.

With this devel­op­ment, Egun­jobi be­lieves that Nige­rian busi­ness com­mu­nity will find the plat­form en­dear­ing and en­able them to fur­ther po­si­tion their busi­nesses.

Tranxeon Train Sim­u­la­tion

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