Kena Outdoor brings Steers to the people

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The foundation of Kena Outdoor’s reputation within the OOH industry is our excellent salespeople and their commitment to exceptional customer service. Senior Sales Manager Luvo Bekeweni’s impressive work with fast food giant Steers exemplifies Kena Outdoor’s customer focus.

Luvo Bekeweni, Sales Manager at Kena Outdoor

In recent years, Steers has geared its messaging towards the vibrant black youth of South African cities and townships, and Kena Outdoor is proud to support this focus. The brand’s decision to work with us, a black-owned media owner, was critical to their dominance in this newly explored market, as we were at the forefront of placing them in areas they had never explored.

Understanding the customer and their needs is an imperative part of the process of knowing when, where and how to place the brand and we have achieved this successfully with Steers. By targeting the black market in areas like taxi ranks and bustling townships, we put Steers at the heart of the black working class and aspiring entrepreneurs. Our vast inventory of high-impact sites across the country is what makes this possible.

Steers Mojo Campaign, Bree Taxi Rank, Johannesburg CBD

Steers Mojo Campaign, Bree Taxi Rank, Johannesburg CBD

No fast food outlet changes and updates its menu as often as Steers and while this may present a challenge for other entities, Kena Outdoor has proven to be as dynamic as they are. We have managed to offer campaigns that correspond to all the new targets they may have, while retaining the audience already engaged. Our ideas are as fresh and exciting as their menu.

Steers Phanda Campaign, M1 South, Johannesburg

Steers Phanda Campaign, M1 South, Johannesburg

A notable campaign is their Phanda initiative, which specifically targeted aspiring entrepreneurs and encouraged them to get out and “Phanda” (hustle). Featuring stars such as Oros Mampofu and Natasha Tahane, the campaign was a huge hit on TV and was further enhanced by the OOH element we provided. What we did was create an outdoor campaign that matches what people have already seen on TV while making it a unique outdoor experience. What we always aim to do is make sure the message stays the same throughout their overall campaign, while making sure our input is valuable to the overall brand.

Kena Outdoor’s work for Steers does not go unnoticed. Over the past few months, we’ve seen other fast food competitors adopt similar outward strategies, such as adding cut-out elements to their advertising efforts. It’s something we’ve been doing since the early days of our partnership with Steers, and other brands are just getting started. We are always ahead of the curve as we take bold steps that increasingly set the industry standard with each campaign.

King Steer Burger Campaign, William Nicol, Johannesburg

King Steer Burger Campaign, William Nicol, Johannesburg

The second quarter of the year is another opportunity for us to bring more to the Steers brand, as we will soon be unveiling their new Mega Ribster burger on our billboards across the country. This huge burger gave us the opportunity to think so massively, and that’s exactly what we planned.

Kena Outdoor is not just an outdoor media specialist. We are changemakers who add value to every brand we work with, and Steers is one example. Our relationship with the fast food giant will continue to soar as we strive to be bigger and better.

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