At the forefront of innovative consumer promotions, Primedia @ Home was tasked to promote two divergent brands into one effective activation campaign, immensely benefiting both. Primedia @ Home’s well trained promoters donned ‘mock sales assistant’ MTN-branded T-shirts and manned Clinique counters at Edgars stores in Cresta; Eastgate; East Rand Mall; Sandton City, and Menlyn shopping centres. They were briefed to cross-sell MTN and Clinique services and products to Clinique consumers.

Primedia @ Home promoters phoned regular shoppers from the Clinique database at their homes, inviting them to the cosmetic giant’s “Bonus Time” promotion. In addition they alerted MTN customers and invited them to avail themselves for in-store specials to expand MTN’s client base.

“Marketers constantly look for ways to make their product stand out in a crowded category. Primedia @ Home ensured MTN added current Clinique clients to their database, and consumers were made aware of product offers from both brands.

The tripartite partnership proving valuable all round in new business acquisitions and old business retention, and in customers getting value added service. The success of the promotion was two-pronged for MTN and Clinque, allowing both brands to reach consumers at home and in-store,” says Modise Makhene, Primedia @ Home Managing Director.

www.primedia.co.za