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Primedia Outdoors' billboards, PrimeLites, were chosen to advertise and promote the brand BioBust, the Kenza Health breast-enhancing product. Designed for ultra fast flighting, the face on a Primelite billboard is changeable from one advertiser to another in less than 25 minutes. This exceptional flexibility suited the BioBust campaign allowing for very short-term flighting options to generate cost effective outdoor exposure with high impact and frequency. Promoting a product that is often shrouded in scepticism requires ingenious marketing and Kenza Health briefed leading advertising agency Net#work BBDO to deliver an appropriate solution. The agency's solution lay in the careful presentation of factual information that would allay consumers' fears and lead them into a buying situation. "When we got the brief to increase sales of breast-enhancing BioBust, we realised we would have to overcome the legacy of scepticism past scams have created - the mere mention of a product like BioBust can raise negative thoughts in consumers' minds. Questions such as "How does it work?, and, "Will I gain weight?" are standard and inevitably erode product credibility. We identified that by answering these questions to the consumer's satisfaction; the sale would be that much closer. Motorists have minimal time to assimilate the message and so there is no way to present the facts and answers on a billboard -," comments Brad Reilly Senior Copywriter, Net#work BBDO. Relying on peoples' natural curiosity, Net#work BBDO avoided typical advertising and eliminated all product references - pack, logo, payoff - on the billboards taking away the instant dismissal factor. To create interest and encourage a call to action Net#work BBDO amended BioBust's web address from www.biobust.com to www.wantbiggerboobs.com transforming the web address into a provocative, attention grabbing, rich in intrigue headline and call to action. Displaying only www.wantbiggerboobs.com on the PrimeLite billboards has dramatically increased intrigue levels and piqued interest, driving commuters to the website for information. |
Once they log onto the site their cynical questions are answered and adds the benefit of measuring interest levels by the number of hits on the site. The ads are rotating on PrimeLites sites along Northern suburbs arterials. Each site is intentionally selected to maximise target audience exposure. The billboards feature high quality aesthetics with unique inlays that actually frame the creative and heighten visual impact. The rotation is quick and seamless because Primedia Outdoor's Rigiflex framing system encourages rapid advertising face changes. "Our outdoor hoardings meet international trends towards short-term tactical outdoor applications, and also have a level of quality and advanced technology that ensures the South African outdoor industry is on a par with, if not beyond, world-class standards. Introducing a call for action directing interested consumers to the website for further information is an innovative use of the outdoor medium that also allows the client to measure interest levels based on the number of individuals who access the site. The creatives have made exceptional use of the outdoor medium," comments Mack Mac Donnell, Sales and Marketing Director, Primedia Outdoor. On behalf of: Primedia Outdoor |
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