With digital and mobile continuing to grow its market share, most traditional mediums have seen their slice of the pie cut dramatically, but not Out of Home, according to Jacques du Preez, CEO of leading South African and African Out-of-Home media owner, Provantage Media Group. I recently reviewed some research conducted by MAGNA Intelligence, the […]
Cell C Captures Hearts and Minds Through Digital OOH Mall Campaign
Mobile operator Cell C partnered with MALL ADS™ towards the end of last year to generate awareness around an attractive summer promotion it ran across South Africa.
Cell C’s ‘Summer Recharge’ campaign ran on MALL TV across 11 mid-income malls over a three-month period, as Cell C looked to take advantage of the Christmas shopping months of November and December, and the increased footfall in South Africa’s malls.
Cell C was giving its subscribers the chance to win a host of prizes, with everything from bakkies to laptops, smartphones, tablets, cash, airtime, data bundles, and vouchers up for grabs. Shoppers just needed to either sign up for a new contract, recharge, or upgrade an existing contract, to enter.
“The benefits of digital Out of Home and MALL TV, in particular, such as strategic locations in high foot traffic and dwell time areas, and high levels of recall, provided Cell C with the opportunity to “capture the hearts and minds” of its customer base close to the point of purchase,” says Mzi Deliwe, Deputy CEO Provantage Media Group.
Cell C also used MALL TV to display images of some of its promotion winners, and in this way vividly brought to life its ‘Summer Recharge’ campaign, with MALL ADS™ proving, once again, that it is the ideal platform on which to generate awareness for a particular brand or product promotion.
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