Zodiac strategically selected Citilites and SuperSign sites targeting consumers in Johannesburg, Pretoria, and Cape Town to promote the latest addition to their range of swimming pool cleaners. The campaign ran through full-service agency Mediology (winners of the Financial Mail AdFocus 2021 Media Agency of the Year) promoted their state-of-the-art new patented swimming pool cleaner, the Zodiac ‘AX20 Activ’, driving awareness, demand, and brand saliency.
To promote recall and improve the campaign outcomes, the creative for the campaign applied best practices for outdoor advertising, with the beautifully designed Zodiac ‘AX20 Activ’ front and centre. In addition, Zodiac opted for a custom design execution, along with one of the busiest main arterial roads in Joburg, namely Winnie Mandela Drive. The creative used a giant cut of the all-new Zodiac ‘AX20 Activ’, with an oversized hose popping out of the top billboard and running LED lights, highlighting the words ‘Activate Summer’. Enhanced targeting, supported by quality creative primed for outdoor advertising, is a sound recipe to influence consumer action.
