Category Archives: Street Furniture

VODACOM PARTNERS WITH STREET NETWORK FOR FIBRE OFFERING 

Vodacom recently partnered with Street Network to drive awareness in Cape Town of the mobile service provider’s fibre offering.

To this end, Vodacom has embarked on an awareness campaign that sees it rolling out a thought-provoking execution across a number of strategically-located bus shelters along popular routes in the Mother City, targeting commuting Capetonians as they make their way to and from work, shopping and leisure activities.

As prices of fibre and data come down, the demand and competition for consumer spend is ever increasing, and the Vodacom Fibre offering is compelling, with high-speed broadband coverage in all the major provinces, including Gauteng, the Western Cape, KwaZulu-Natal, Mpumalanga, Limpopo, the Eastern Cape, and the Free State. The mobile service provider continues to roll out fibre in these areas and is also focusing on outlying regions such as Nelspruit, Witbank, and Polokwane, as it moves to becoming a bigger player in the fibre-to-the-home (FTTH) market.

The South African data landscape is undergoing significant change.

The Department of Telecommunications & Postal Services presented its ‘SA Connect’progress report to Parliament earlier this year, and in it highlighted how much progress had been made in fibre and cellular coverage roll-out across the country.

Based on data provided by the FTTX Council, the report found that the number of houses passed by fibre had grown from 439,000 in 2017 to 933,000 by March 2018 – equivalent to 112% year-on-year growth. Additionally, the number of houses connected to fibre grew from 89,000 in 2016/17 to 280,000 in 2017/18.

Globally, the figures are even more impressive.

According to Future Market Insights’ research publication titled Fibre to the Home Market: Global Industry Analysis (2012-2016) and Opportunity Assessment (2017-2027)’, the global FTTH market is poised to grow at a compound annual growth rate of 14.4%. From a value of $9.5bn in 2017, the global fibre to the home market is estimated to reach a valuation of more than $37bn by the end of 2027.

The creative for the campaign is simple and follows abest-in-class application of out of home and bus shelter creative, using the Vodacom brand CI and a simple message in the form of a thought-provokingquestion: “Wouldn’t it be better to be home streaming your favourite shows?”

Site selection for the campaign was focused on strategically-located bus shelters along busy commuter routes, with a total reach of over 900 000 consumers monthly, resulting in impacts of 9.1m thanks to an average frequency of 10. (ROAD2015/2016/2017C)

“Bus shelters are positioned to catch the attention of consumers on their daily commute, within targeted areas identified by the brand. Bus shelter advertising is a high frequency media platform which drives both consumer recall and engagement. Our bus shelter solution amplified and extended the reach of the campaign with high levels of recall, particularly for residents considering the switch to fibre,” says Jonathan Everest, Head of Sales at Street Network.”

Street Network provides an ideal advertising medium from an audience and geographic coverage perspective, in addition to enhancing the value of a campaign and speaking directly to a targeted audience.

Zee World Bus Shelter campaign creates industry hype

Digital satellite television channel, Zee World, which offers mainstream viewers in Africa the best in award-winning Bollywood movies and series, a variety of food, kids and talent shows and lifestyle programmes elected to use Street Network Bus Shelters in order to extend the reach of its latest ‘It’s Happening’campaign.

Street Network’s bus shelter offering provided Zee World with the ability to effectively target consumers within a geographically selected region and create talkability through its impactful and creative campaign execution.  With a combined reach for the campaign of over 550,000 people monthly at an exposure frequency of 7 (ROAD 2016/17C), Street Network provided a solution that maximised the campaign reach while engaging a highly sought after audience.

“We had no hesitation in selecting bus shelters for among other reasons the creative canvass that they present to consumers making use of all forms of transport, whether public or private.  We chose sites across the greater Johannesburg area with a view to reaching consumers across the entire LSM spectrum that represent the overall viewers of the channel,” comments Shaun Kennedy, OMD South Africa.

In order to reach this diverse audience, Street Network provided a range of geographically targeted bus shelters situated along key high-traffic routes across Johannesburg’s central and northern suburbs. An ideal solution for Zee World since small format Out of Home is one of the most effective media platforms driving consumer recall and engagement.

According to Outsmart, Out of Home is a key medium for Entertainment and Media brands, with over 61% of adults recalling advertising by these brands when seen on Out of Home platforms. The report further shows that 59% of those surveyed ‘talked to many people’ about television, with 56% noting that they are very likely to convince others about TV. When combined with the 2017 Nielsen Poster Advertising Report which reflects ‘recall of Out of Home messages seen’ at 89%, it is evident that integrating Out of Home and Street Network’s Bus Shelters in particular into the marketing campaign was an effective and strategically well planned media buy for Zee World.

Comments Jonathan Everest, Head of Sales at Street Network: “The five-month extended campaign was designed with highly impactful creative and copy to ensure that consumers exposed to the bus shelters would take note of and recall the messaging. So much so that it resulted in high recall, evidenced by great talkability amongst other brands and media agencies to name a few.”

“Rising above the clutter in this manner is highly desired by brands, and bundled with effective ROI, is precisely what Out of Home and specifically street furniture advertising is able to deliver,” concludes Everest.