To promote the second season of the hilarious Celebrity Game Night, NBCUniversal International Networks, in partnership with Mediacom South Africa, booked two high-profile Super Signs. In true character to the show, which features a host of big-name stars, the billboards light-up the sky with bright pink creative, adorned with larger than life hosts Anele Mdoda, together with Jason Goliath and Ayanda Thabethe striking a comical pose. What a fantastic creative to drive viewership and promote talkability around the show.
Nothing grabs consumer attention and delivers massive reach, like large format Super Signs billboards, known to build brand fame through scale and position. The campaign's creative featured oversized extensions, running LED lights, adding sparkle, and attracting commuter's attention. Adding extensions and embellishments to the creative allowed the campaign to deliver a message beyond the billboard structure. Extensions offer a unique advantage of breaking the skyline and making the billboard more noticeable, improving engagement and ad recall.
The first site for the campaign is in the heart of the densely populated economic hub of Fourways. This fantastic site is in proximity to three major arterial routes, six shopping centres and 294 retail outlets. Targeting commuters travelling along Witkoppen road from Northcliff, driving towards Paulshof, Rivonia, and the M1 interchange. The site is estimated to reach over 186K consumers, with an average frequency of 7, delivering over 2.7 million impacts per month. The second site is located M1 freeway, targeting commuter travelling north from Melrose, Grayston Drive, towards Marlboro Drive, Woodmead and Midrand. The site is estimated to reach one million commuters, with an average frequency of 17, delivering over 17 million impacts per month.
Few advertising mediums can assure ad noticeability, sustained attention to delivering unique brand stories. We can't wait to see who will join Anele, Jason and Ayanda in season two of the fun filed TV show!
Source: ROAD16/17/18 (pre-COVID audience figures)