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.
We helped Zodiac target contextually relevant locations with a high saturation of dwellings with swimming pools and within catchment areas to retail outlets through a range of spatial and consumer insights. According to a report from Kantar, “OOH delivers exceptional ROI, ranking 3rd across all paid media channels in driving brand impact.”
Through our consumer and location tech stack, we aim to de-risk investment in outdoor advertising by using diverse data sets to deliver more intelligent campaigns focused on our customers’ audiences and campaign goals. We apply several pre-and post-campaign tools to improve accountability, efficiency, and media relevancy.
To promote recall, engagement 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 Willian Nicol drive. The creative made use of 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’.
According to Kantar's global CrossMedia report, “targeting is responsible for 22% of the ad impact, while the creative can contribute up to 47%”, highlighting the need for unique and engaging creative that leaves a lasting impression, coupled with rich consumers insights to focus media metrics.
The campaign is estimated to reach over 2.4 million consumers within the premium market across the three provinces, potentially delivering 37 million impressions at an average frequency of 14 and a fantastic CPM of R13.51.
The Zodiac ‘AX20 Activ’ campaign promoted summer at the critical buying time of the year as they prepare for their holiday and leisure time. Enhanced targeting, supported by quality creative primed for outdoor advertising, is a sound recipe to influence consumer action.
Outdoor advertising continues to provide tremendous value through extensive market coverage, delivering incremental reach and helping move consumers along the sales funnel. Investing in OOH advertising as part of an omnichannel or sole approach continues to prove its worth to brand owners and media strategists.
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ROAD17/18/19
