PRIMEDIA @ HOME’s consumer promotions division was tasked to implement an interactive direct marketing campaign supporting the Cell C Cow Parade in Sandton City. A total of 48 well-trained promoters were stationed in strategic locations around the mall. As a result, thousands of consumers were actively encouraged to vote for their favourite cow by texting its serial number to Cell C and given a free gift merely for partaking in the festivities. Profits generated by the SMS campaign will be donated to the Children’s Haematology and Oncology Clinic (CHOC).

To create awareness of Cell C’s sponsorship of the exhibition, drop banners were placed outside Cell C’s franchise store in Sandton City and Cell C-branded balloons were distributed to excited children. PRIMEDIA @ HOME promoters, dressed in Cow Parade T-Shirts, creatively persuaded mall rats and shoppers to visit the store and take advantage of specials on offer during the Cell C Cow Parade. The regional campaign was supported by other mediums including online advertising, radio and television commercials.

“PRIMEDIA @ HOME’s innovative consumer promotions create memorable consumer brand experiences with value add.

This encourages consumers to experience the brand firsthand, soliciting the intended awareness and giving clients real returns. Going far beyond traditional media, our innovative consumer promotions activities create amplified returns on marketing investments through increased impact and interaction with consumers. We also persuaded shoppers and mall goers to partake in an innovative social responsibility initiative to raise money in aid of CHOC, by enhancing the creative appeal of the offering, one of many synergistic media options that PRIMEDIA @ HOME provides,” says PRIMEDIA @ HOME Managing Director Modise Makhene.

www.primedia.co.za