Exploring the potential of media in transit or 'mobile media' through the larger-than-life mobile billboards on trucks is the outcome of Garth Maluleke's research into better ways of communicating to South Africa and surrounding countries.
The founder of Street Cred grew up in a township environment that taught him the significance of community and making a difference to others. To this end, wherever possible Street Cred gives opportunities to locals to participate in their projects.
"One of our founding principles is to pay it forward. This means using local talent and creating employment opportunities through our projects," says Maluleke. Using trucks that operate in South Africa and the surrounding African countries, the company provides an employment platform and a mass marketing tool with an extensive target market reach and ability to take a message nationwide.
*Studies have shown, truck branding has an average prompted messenger recall of 60%.
The company has access to a distribution fleet of over 4000 trucks, which can be branded and utilised as mega mobile billboards on a daily basis.
New outdoor opportunities
It provides a solution to reach areas where traditional outdoor infrastructure is low, such as Cape Town, Durban and non-urban areas such as Limpopo and Mpumalanga, KwaZulu-Natal, Eastern Cape, Bloemfontein, Northern Cape and North West.
"Due to their mobility, trucks not only have a great geographic and social reach, but also create the perception of an omnipresent brand. This provides an extremely effective way of targeting audiences by using trucks to portray a message or offer a branding solution," concludes Maluleke. *Source: (FGI - 2010 McDonalds Study; Spinn Insights - 2012 UIF study; SAARF 2007-2010).