Category Archives: Unlimited

JCDecaux’s Blue Creative Solutions: Taking OOH way beyond the billboard

It’s no small task for marketing campaigns to stand out and have a lasting effect, they need to stimulate minds, entertain and evoke emotion. JCDecaux’s Blue Creative Solutions department, is well equipped with the technical savvy and creative know-how to exceed client expectations with memorable campaigns that use the latest in digital technologies to enhance, dazzle and delight the consumers brand experience.

Three recent campaigns that have consumers talking include the Survivor’s “live reality show” billboard, Samsung’s spectacular Ultra Music Festival and Jameson’s Connects brand immersion events. All of which have shattered the parameters of the billboard taking OOH into an entirely new realm.

Jameson’s Interactive Cube

JCDecaux created Jameson’s now-famous Interact Cube for events in Zambia, Mozambique and Botswana, as part of the whiskey brand’s Jameson Connects 2018. On entering the cube, music, lights and lasers are activated and confetti canons fired sporadically, to instantly engulf partyers in a hip-hop wonderland that casts them as the star of a celebrity lifestyle.

The cube’s four walls, floor and ceiling were all mirrored to create infinite reflections and could accommodate a hip-hop party of 15. A camera captured all the in-cube action, which was then displayed on screens surrounding the main stage and snippets were shared on social media.

Jameson’s brief was to create unique experiences that would resonate with its target audience. Apart from the Interact Cube, media walls for photo opportunities, rustic wooden lettering, a play area with chess, local traditional games, basketball stands, and board game spaces were created. Perfect for people to play, engage and connect.

The Samsung Ultra Music Festival

Keeping with the party theme, the Blue Creative Solutions department assisted in creating a key branding and an experiential activation for the Samsung Ultra South Africa event in Johannesburg and Cape Town. With events targeting young, affluent and influential consumers, who generally have high standards when it comes to WOW experiences.

It was essential that the live events to bring a seamless Samsung branding experience to the party goers. In response, JCDecaux came up with epic, multi-touch point activations using cutting-edge tech that exceeded the norms of current festival experiences. LED signage was created for the main stage, a Samsung chill lounge, an LED media wall, an LED tunnel entrance. There were even promoters dressed as butterflies with inflatable wings, fluttering around.

Survivor South Africa

To create a campaign that would generate interest for the revival of the popular reality show after a five-year hiatus in South Africa, Retroviral and M-Net approached Blue Creative Solutions to combine the best in traditional media reach with an addictive offering of real-time social media.

To combine the best in traditional media reach with the addictive offering of real-time live social media. M-Net made a Wild Card Entry available for 8 brave radio listeners across South Africa to compete for by living on a billboard for three days, competing the challenges and voting in Tribal Council eliminations.

When two contestants remained, those voted out as the jury returned to cast their vote for the person they would be sending into the actual show as the Wild Card Entry.

This adapted format of the Survivor experience was brought to life, live on the most impactful urban jungle billboards in Johannesburg – turning its application on its head! All challenges and Tribal Councils were streamed live on social media and featured on participating radio stations.

Every nuance of the show was recreated on the billboard to ensure that both new and die-hard fans would love the campaign.

In the just three days that the campaign took place, the Survivor South Africa Facebook page gained 2000 new followers, 98 000 people were reached in traffic across the country and altogether 2.87-million people were reached in 48 hours.

 

 

PMG’s continued association with the APEX Awards

Provantage Media Group is proud to have partnered with the prestigious APEX awards hosted the by the Association for Communication and Advertising yet again in 2018. The APEX programme is aligned to Provantage Media Group’s values and principles of efficacy and of transformation as well as the upliftment of the youth.

This is a partnership that PMG is extremely proud of as it is the most sought after award in the industry from a business perspective. Through celebrating and awarding creative effectiveness, APEX highlights the fact that the broader marketing and communications sector delivers and is key to business success.

As was the case with 2017, as Key Partner, PMG was afforded the opportunity to once more be the official brand behind the highly respected APEX NeXt Level of Thinking Masterclass. This year the speakers, tapping into effectiveness in marketing and communications campaigns, looked at a topic which we believe is critical in terms of the narrative of the South African broader marketing and communications, that of diversity. Furthermore, the topics of AI and technology and how they continue to impact the communications environment were highlighted.

But before delegates were welcomed by Talk Show host and Champion South Africa Founder Ashraf Garda, attendees were offered a light breakfast and enticed by the aroma of freshly extracted 100% pure African Arabica coffees at the PMG coffee station.  Using the opportunity to highlight PMG’s further expansion into the African continent, a PMG branded coffee station provided delegates with a hot and much needed coffee fix as the event kicked off on an unusually cold Highveld morning.

 

The morning event was followed by the Gala Awards Ceremony in the evening where the most effective campaigns were announced in two categories namely The ABInBev Launch Category and The PMG Change Category. A Kantar Millward Brown special award was also handed out for a campaign that demonstrated the most ingenious response to limited advertising or research funds.

APEX awards the work that works and celebrates campaigns that have a positive effect on return on investment. It is with great pride that this year a campaign which PMG was involved in won two APEX awards.  The NSPCA ‘Dog Fight’ campaign from Grey South Africa received a Bronze APEX and also an APEX Special Award.

The campaign which flighted on PMG’s Trailer offering resulted in massive awareness and impact, with the response received far beyond what was expected. Placed on only one trailer, and strategically positioned, the campaign had an initial message, with a follow up message scheduled to be announced 5 days later.  This however was not the case as the second message had to be announced within mere hours of the campaign going live.

PMG is proud to be associated with such a creatively effective campaign, one that demonstrates not only the value that marketing and communications campaigns bring to brands, but one that highlights the efficacy and value proposition offered by Out-of-Home as a media channel.

The APEX Bursary Scheme has been an integral part of the awards programme since 2010 and it was an honour as Key Partner to once more have an opportunity to contribute toward the APEX Bursary scheme which ensures that deserving PDI students are provided the opportunity to complete their studies and enter the world of marketing communications.  This year eight bursaries were handed out, bringing the total number of bursaries since 2010 to eighty – a fantastic achievement.

PMG prides itself on providing a service offering that delivers relevant and effective marketing and advertising solutions within the Out-of-Home environment. Through continued and extensive investment in human resources, product offering and research, Provantage Media Group continues to bolster its prominence and leadership within the industry. It is this importance that PMG places on efficacy which ensures that the partnership with the APEX awards is one rooted in our own beliefs and actions, and in encouraging brands to keep targeting effective campaigns at all times.

Mall Ads™ brings Playworks pop-up store to Musgrave Centre

Mall Ads™ aims to unlock income opportunities within the mall environment through the launch of a new entertainment pop-up store at Musgrave Centre KwaZulu-Natal, Playworks.

Bonga Sibisi of Mall Ads™ says, “The Playworks pop-up store concept brings laser tag and Escape Room teambuilding fun and entertainment value to the mall retail offering – this is beneficial to both client and landlord. What’s more, it is attracting people who wouldn’t normally visit the mall.”

Angela Boshoff of Playworks adds, “Our mission is to develop South Africa’s human capital through fun team play. When the opportunity arose to maximise our brand exposure and create a new revenue stream with the Mall Ads solution at Musgrave Centre, we grabbed it. The concept store is attracting a variety of ages – from school going children to adults.”

Mall Ads™ aims to continue to create solutions for optimising non-GLA spaces that will create financial benefit for landlords as well as allow for alternative creative execution and extended consumer engagement for brands wanting to elevate and broaden their visibility within the mall environment.

Mall Ads™’ alternative income solutions aim to unlock value for all stakeholders – including landlords, brands and consumers.

East Point woos shoppers with Katy Perry campaign

 

In order to attract shoppers to the newly refurbished and extended East Point Shopping Centre in Ekurhuleni, the mall has implemented a marketing campaign which features a strategic mix of communication touchpoints including OOH media, experiential marketing and social media.  Mall Ads™ is supporting the campaign by amplifying it through strategically positioned hanging banners.

With the key objective of increasing feet into the mall, the campaign offers excitement, value and reward for shoppers in the form of visual communications and shoppertainment. Shoppers stand a chance of winning tickets to the Katy Perry concert as well as other prizes.

Promoting the campaign, hanging banners with eye-catching, highly visual creative, are visible throughout the mall. And extending the messaging is an experiential campaign that includes a specially built stage with professional promoters engaging with shoppers and encouraging them to ‘shop and win’. The campaign has been extended to social media, creating yet another touchpoint for East Point to communicate with shoppers.

“Advertising within a mall environment feeds into and satisfies the need states of consumers. They want their experience to be personal, they want value, trust, recognition and they want convenience. The Katy Perry campaign takes all these factors into account with the result that it is proving to be extremely successful,” comments John Faia, GM: Mall Ads™.

Mall Ads™ pioneers new solutions in Mall alternative income

Mall Ads™ is pioneering the move to finding effective solutions through which retail landlords can benefit from non-GLA (non- gross lettable area) revenue streams and unlock opportunities for effective OOH campaigns within the mall environment. John Faia, General Manager of Mall Ads™ explains how.

After we launched Mall Ads™, our research showed that there is no single product or stand-alone solution within the alternative income space that can currently unlock true value for all stakeholders – including landlord, tenant, brand and shopper. There are many players and this makes the management and effective use of these spaces somewhat fragmented. We want to create the best possible solutions for optimising these spaces that will not only create financial benefit for landlords, but will maximise creative execution and footprint for brands wanting to advertise within the mall environment. A single solution doesn’t bring value, but a bundled strategy encompassing a variety of mall media across numerous malls is not only effective, it prolifically augments brand recall and purchase.

OOH campaign in non-GLA space increases appeal for mall and brand

Take for example a recent mall marketing initiated campaign executed for the Aussie Aqua Circus at Musgrave Shopping Centre in Durban. The performers did a preview of the show at the mall over two days. This was supported extensively via a social media campaign. The result was an  increase in ticket sales for the Aussie Circus, to the point that they extended the show for a further two weeks. What the campaign also did was to substantially increase footfall into the mall due to the spectator value of the performances.

Shoppers expect brand experiences as part of their shopping journey. If implemented effectively, these experiences can directly influence buying decisions. Advertising and experiential marketing within the mall environment closes the loop in shopper engagement as it is the last point of influence before a purchase is made.

At the same mall, Mall Ads™ implemented a campaign for eThekhwini Municipality which provided the opportunity for consumers to query water and electricity bills and similar services, conveniently on a weekend. It was extremely successful with the result that the municipality is looking to rent space inside the mall.

Brand campaigns can add significant value to a site, not only in revenue but in adding atmosphere and aesthetic appeal. This can influence shoppers to dwell longer and prompt them to purchase. Campaigns can even attract consumers who would not normally shop at a particular mall to go there, as was the case with the eThekwini campaign.

Advertising creates context for brands wanting to engage shoppers

Malls are full of advertising opportunities and our aim is to unlock the prospect and value of these environments. In recognising that our core role is to offer innovative methods to generate income, part of our focus is on finding ways to drive optimisation in this area. No two malls are the same, they are unique locations with their own footfall, peak times and dwell times. This is brilliant for OOH marketing because it means that campaigns can be tailor-made to suit the mindset and visit frequency of the shopper in each location and elevate the brand engagement within the right context. Brands can engage and respond to shoppers in the right place and at the right time. Different centres require different approaches and we implement bespoke plans per mall to create the best experience for shoppers through activities whilst at the same time extracting maximum value from that space for landlords.

At its core, Mall Ads™ focuses on providing innovative and bespoke advertising and media solutions within each shopping centre environment. Our aim is to engage shoppers and stimulate spending to the benefit of brands, tenants and landlord.

Bad date? Just ‘Run Away’!

Not every date goes well! Bad dates happen and sometimes, escape is required. Primedia Unlimited’s TLC provided the perfect environment to communicate humorous snippets on how to escape ‘those’ situations in many relevant environments.

 

“Diesel Jeans recently briefed TLC Media to run a one month campaign in various environments for the launch of their new jeans – JoggJeans,” says Greg Bruwer, TLC’s Managing Director. “The campaign communicates the many ways one can escape a bad date in relevant environments, reinforcing the Diesel collection of jeans ‘so comfortable you’ll forget you’re wearing them’, even at top speed!”

In order to communicate to the consumer at every possible turn and touch point, Bad Date Survival Tips were placed as decals on change room mirrors in selected Edgars stores and the washrooms of selected shopping malls. These offered advice on many funny ways to escape from an awkward date.

In order to target a wide range of people, the campaign was extended into spaces beyond the Diesel stores and selected shopping malls. TLC presented Diesel’s Bad Date Survival Tips to people in spaces where bad dates happen all the time, like in restaurants and bars through mirror decals and backlit mirror frames.

Including the JoggJeans campaign in a gym is perhaps a surprising but a completely natural choice when one thinks about it.  20 Planet Fitness Gyms provided additional outlets to the campaign through to use of A4 frames. While gym-goers were pumping iron or training, they were presented with a Survival Tip and the classic “or just run in Diesel JoggJeans” call to action line.

“This was a fun and well executed campaign for Diesel JoggJeans,” concludes Bruwer. “It just confirms that washroom advertising can be fashionable and entertaining at the same time!”

 

What are activations without ROI?

Peter KohlÖffel of ProActive™ unpacks the importance of measuring activations, in terms of return on investment across all elements – growth in sales, growth in customer base, brand assimilation, brand affiliation and response to call to action.

Let me begin by stating a fact: If your activations agency has never provided a report that measures the success of a campaign, you as a marketer and as a brand ambassador are wasting your time. Yes, this may seem a little harsh, but what is an activations campaign, or any campaign for that matter, without a measurable and measured outcome?It is important to consider what you expect from an activations campaign at the outset, and that you have partnered with the right activations agency that can successfully meet, and even surpass, these expectations and objectives. Do you want to achieve awareness, grow a loyal customer base, trial a new product or new variant or pack size thereof, or make hard sales? Knowing this is an excellent starting point, since it will define objectives, which in turn will define strategy.

For example, discounting and bundling to drive a short-term sales spike may be great as a once-off tactic, but if you want to change shopping habits and convert consumers, a different approach may be necessary – and your ROI horizon will look quite different. The benefit of activations is that this type of marketing puts your product in danger of being sold.

Which is exactly what a marketer wants.  An activations campaign ensures that the product is visible to the right market in the right place and at the right time. However, this does not happen by magic – a very strategic, calculated campaign will ensure a successful outcome. An outcome that can be measured. And this is why there should be no activation campaign without a measurable and measured ROI – the two go hand in hand. The desired outcome should fuel the strategy and vice versa.

So if your activations agency does not have the know-how, capacity or technology to measure your activations campaigns, run! Find yourself an agency that is equipped with the infrastructure, skill level and knowledge to bring your brand the success that is deserves.

The Benefit of Measuring ROI in Real-Time
ROI (and ROO or Return on Objectives) should no longer be measured only when a campaign is over, but in real-time, while the campaign is being implemented. This allows for elements to be tweaked – be it to coincide with a specific event, to allow for better consumer engagement, to increase touchpoints or to tweak any other unforeseen variable within the campaign as a whole. We are all comfortable with the fact that digital campaigns can be altered in real time in order to better achieve objectives.  Activations can, and should, be treated in the same manner. This puts the brand in a better position and at far greater risk of being sold, seen and engaged with. Which is exactly what we want.

With budget cuts and reallocation, marketing budgets have increasingly been placed under scrutiny, and rightly so because brands want to achieve the best outcome possible from their marketing campaigns. It seems even more urgent during economically tough times and brands want to be sure that the money they invest will generate profits.

And this is where activations stand the test of time and the test of economic downturns and pass with flying colours. If implemented correctly and strategically, activations can have real, tangible results. Excellent results, at that. These results can be achieved many times over with the right strategy and relevant response to consumer needs and purchasing habits.

Repeat Business
An initial, once-off activations campaign can boost profits, launch a new product or grow brand love.
But if you want to achieve long-term growth for your brand, with consistent results, a longer campaign is needed. Which brings me back to my initial question: what is activations without ROI?
As every marketer worth their weight in salt knows, it is difficult to achieve consistent ROI or ROO without consistently being in the consumer’s face, or on one or many of their various screens or in their newspaper.

Unlike other marketing platforms, activations keep ROI and ROO buoyant by being in the consumer’s face and close to point of purchase. It is wise to remember that marketing is an investment rather than an expense, especially now when our economy is in turmoil, and that partnering with an agency that can take your brand activation to a world-class level will ensure that your brand not only successfully survives, but prospers.

Mall Ads™ appointed non-GLA partner service provider for SA Corporate Real Estate Fund

Provantage Media Group (PMG) is proud to announce that MallAds™, one of its subsidiaries, has been selected to partner with SA Corporate Real Estate Fund to fulfil the role of non-gross lettable area (non-GLA) service provider. SA Corporate has contracted Broll to manage the property portfolio of the JSE-listed fund, which was the third-best performing property stock in 2016.

Alternate or non – GLA spaces are fast becoming top revenue generators for property developers and mall managers. As a media owner with a proven track record in unlocking advertising opportunities within the broader landlord environment as well as the non-GLA environment, Mall Ads™ was the logical choice to partner with SA Corporate..

Carmen Collison, Retail Asset Manager at SA Corporate, says: “Focusing our non-GLA efforts with partners that can drive growth in this area is paramount. As with anything, a focused approach ensures that we are able to understand the operational dynamics, revenue streams and where the growth opportunities lie within this space. The non-GLA scope is diverse and cuts across all areas of our core business. It is refreshing to partner with a team that sees beyond the traditional scope of non-GLA and we look forward to pioneering new concepts and initiatives that will see our revenue growing in this area.”

Mzukisi Deliwe, deputy CEO of PMG, believes the five-year contract will bear significant fruit: “PMG has a credible track record of managing property owners’ rights and associated revenues, having won media rights from PRASA, ACSA, Vukile and Anaprop. Our award-winning team is looking forward to extending its know-how and skill set into the commercial and landlord space, where we will focus on innovating and extracting maximum revenue from the available assets.”

“When considering proposals, Mall Ads™ was found to be the only potential service provider that presented beyond mall media and could fully comprehend the scope of non-GLA revenue generation within the retail property environment,” says Andile Rapiya, Broll National Marketing Manager, S A Corporate Portfolio..

Deliwe says Mall Ads™ aims to unlock business opportunities across the group and create additional value for property owners. “It is refreshing to be working with an award-winning property owner and a management company that are keen to innovate the approach to non-GLA management as one of collaboration and teamwork,” he says.

Deliwe further stated, “We are excited and honoured to be working with SA Corporate and Broll. Our aim is to look beyond media sales, with an emphasis on value-added services and digital IT infrastructure. We intend to focus on growth strategies that will provide holistic solutions for landlords and property owners, extracting maximum revenue from their assets through innovation while creating fresh, exciting new content platforms for blue-chip brands and traders alike.”

RTMC books with Oasis Digital Networks for Transport Month

We are delighted to have RTMC as a client for the first time on our forecourt digital network. This footprint is clearly suited to reach their target motoring audience!

RTMC provided us with very attractive creative content which certainly works well on the digital screens. Three animated creative executions were supplied focussing on Don’t Drink & Drive, Don’t Text Whilst Driving and Speed Kills. As the motorists have ample dwell time, the animated content can really get to work. We look forward to growing our relationship with this client going forward as we are sure they will enjoy an excellent return on their investment in the future. This campaign awas associated with Transport Month and thus our focus will be to see what we can do for the upcoming festive season.

ProActive™ Campaign drives positive engagement for Halls

Being in the right place at the right time forms the cornerstone for the kind of experiential marketing strategy that ensures campaign success. This was an integral part of a campaign recently implemented by ProActive™ for Halls. Strategized by Saatchi and Saatchi, the creative concept pushed the brand message “Own the Moment”, with a focus on the Red Cherry and Fruit Burst flavours.

ProActive™ implemented the strategy, which included Shoppa Shows and Queue Stunts, in selected high consumer traffic areas, outside Home Affairs offices, at taxi ranks and at shopping malls.

The campaign’s strategic objectives were to generate brand awareness, provide the opportunity for consumers to try the products and also maximise sales, all of which were successfully met.  Over 700 units were sold during the campaign. Furthermore, the overall feeling amongst consumers was that they ‘love’ the new and improved look of Halls.