A smart and engaging campaign from Orbit, highlighting that you can still enjoy gum while staying safe by wearing a mask. Relevant and current in brand messaging, featuring a product shot and brand as the hero. In addition to being a responsible corporate citizen at the same time promoting wearing a mask. Research from Nielsen Catalina Solutions revealed that creative is responsible for up to 47% of a campaign’s sales. Furthermore, ‘The Power of Connections’ study from Kantar, which looked at the impact and effects the creative has across different media verticals, revealed that OOH advertising works particularly well with POS and Online, with a Quality Index of 127 (reach of memory: awareness 92, association 93, motivation 86). Two important verticals for an FMCG brand. Highlighting the fantastic creative from Orbit for out of home advertising, as the message is clear, and the brand is the focus.
The campaign was featured nationally on JCDecaux Africa Citilite’s network in partnership with Group M, which required the media placement to be in proximity of a host of points of purchase, to ensure top of mind for an impulse purchase, and as part of a more extended brand-building initiative. The campaign is estimated to reach over 1.5 million consumers, rotated fortnightly, with an average frequency of 6, delivering 7 million+ impressions over one month. Citilite billboards offer brands the opportunity to target different consumers segments, providing advertising messaging, in the proximity of a host of contextual points of interest.
Source: ROAD 15/16/17 (pre-COVID-19 figures) The Power of Connection – Kantar 2019
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