Posted by: Posterscope SA | November 13, 2009

Waving a Wand

wow3

The Out of Home (OOH) advertising industry is in its prime; consequently, groundbreaking and innovative ideas are needed to grab consumers’ attention. Posterscope South Africa, a leading out-of-home communications agency which specialises in innovative out-of-home communication channels, was briefed by Carat on behalf of Disney to encourage children to watch the movie Wizards of Waverly Place, which was aired on 31 October on the Disney Channel. The campaign was ranked number 1 in it’s time slot among all channels with an average audience of 154 800 viewers.

 To create this excitement, promoters dressed up as wizards and were strategically located at road intersection points, as well as at select schools in Cape Town, Durban and Johannesburg. The ‘wizards’ handed out branded wands and leaflets to children between the ages of 8 and 12 years over a 4 day period in the build up to the airing date. This was executed by Ignite Idea Management.

 “The campaign was focused at school children, but amplified to parents and teachers as a result of the enhanced brand awareness created by specialised and explicit targeting.” said Dawn Rowlands, Managing Director of Posterscope South Africa. “The feedback received from the promoters was that the children were extremely excited to see them and expressed a keen interest to see the show”.

 Testimonies from teachers and parents, as well as feedback from promoters were amongst the few methods in which the campaigns success was measured. Some of the feedback was that the promotion was so well received by the public that a large number children and parents felt that it should be redone at another stage to get more involvement and so that all children could get to participate.

 100% of Posterscope South Africa’s time is dedicated to OOH therefore providing clients with focused and innovative campaigns that create brand awareness.

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