New on the Street!
Large, impactful and out there, right next to their store on Lavender Road!
Fun, Flavour and Fizz on the N1 Ben Schoeman for Coo-ee
Coo-ee – manufactured by SoftBev since 1947 – commissioned In Touch Media to implement and manage their impactful progressive reveal of the Coo-ee flavour range in Gauteng. Coo-ee promises fun, flavour and fizz, wherever you are, whatever you’re doing!
The campaigns’ objective was to showcase the multiplicity of flavours that Coo-ee provides as well as demonstrate how Coo-ee celebrates flavours as colourful as our country. The Coo-ee range is underpinned by South African heritage and its personality has been influenced and formed by our rainbow nation. The progressive reveal of the flavour template commenced in February 2017 with much intrigue and impact.
As each flavour was added to the massive 15m x 60m billboard located on the N1 Ben Schoeman Highway, it drew much attention.
According to the OMC Road Survey *, this advert continues to attract over 5 million impacts, with a unique audience of 455 634 and average frequency of 12 per month! The completed showcase of the flavour range will be part of the Gauteng landscape until the end of December 2017.
* Contact us for more information about this exciting advancement in the measurement of OOH.
Urbanisation: Balancing Act to benefit brands and OOH Advertising
The universal figure published is that 60% of the global population will live in urban areas by 2030.
This phenomenal growth prediction holds true for South African metropolitan areas, and across Africa. We see the changes and growth to our infrastructure evolving at a rapid pace, and with it our consumption and living habits that familiarize and change to suit this new trend. New shopping centres and lifestyle hubs are being built, roads are upgraded to accommodate the increased density of urban living, and consumers continue to multiply and support these centres. The consumer treadmill gains in momentum, and even during the economic downturn that we’re experiencing, keeps on turning.
Access to new technologies, the development of infrastructure and the increase in number of vehicles on roads are all positive by-products of this trend that benefit the Out of Home industry. New markets are created, shopping hubs are developed and consumerism on durable goods like homes and furniture, and discretionary purchases like clothes and electronics all accelerate. The consumption of food and beverages follows suit and the dynamics of the economy in these areas changes to match the geo-demographical profile of these new markets. The increase in density of houses and dwelling areas creates traffic congestion and an increase in time spent by consumers out of home and on the move.
All this growth and mobility is a positive for brands, yet savvy marketers need to adapt their products, and the distribution thereof, to accommodate the resultant negative impacts that urbanization produces. Poverty, the decline in the concept of the family, higher unemployment and fertility rates, and the increased need for social, environmental and economic development are the unfortunate consequences of urbanisation. Coupled with our economically challenged environment marketers now have the opportunity to modify and diversify their products to be more relevant and economically viable and valuable to their consumers. The geo- and psychographic targeting benefits that Out of Home provides are a natural conduit to facilitate the new conversation that marketers have with their consumers.
Out of Home advertising has the ability to reach and influence all economic sectors of the market, in the right place and right time. The increases in population and constant changes in the dynamics of environments, increased fragmentation of TV, radio and even print, suggest that the oldest form of advertising, the ‘billboard poster’, whether static or digital, is still the most cost-effective and impactful medium to reach the mass or the new niche markets.
Recession is the time to OUT-shine competitors
It’s common knowledge that the first casualty during a recession tends to be the marketing budget.
All the best advice provided from around the world tells us that this is not the time to cut advertising. Rather, if brands increase advertising during a recession, (when competitors are cutting back), their market share can improve, and more specifically, enjoy return on investment at a lower cost than during good economic times.
We also know that consumers are poorer, or feel poorer, and will be more cautious as to where their hard-earned cash goes when times are tough. Out of home advertising provides this reassurance: it is omni-present, provides big brand stature and endorses key brand values that consumers need to be reminded of when they’re counting their pennies. This is most definitely the time, and the place, to out-shine competitors.
When budgets are strained marketers need to be sure that their advertising is cost effective, is reaching the correct market, and more specifically, retaining top-of-mind awareness.
Out Of Home truly comes to the fore in these times, yielding higher campaign efficiencies than other traditional media which are grappling with increased fragmentation and higher cost per thousand metrics.
Uncertain consumers need the reassurance of known brands, and the new OMC’s Road Survey findings prove that you are able to reach up to ten times more people for the same cost as a TV campaign. Out Of Home, due to its immediacy and high reach, provides tactical, promotional and competitive messaging in an instant to focused target markets or broad masses. All of this, for less.
Alongside the cost-effectiveness that out of home provides, brands in a recession are able to negotiate more favourable advertising rates from media owners, thereby allowing them the ability to maintain frequency and provide more tactical and impactful out of home advertising.
All this is endorsed by Stephen King, who back in 1990, published a pioneering study on advertising spend during a downturn. His conclusion was simple: Businesses which cut advertising would be long-term losers. The study reinforces that cutting advertising spend to increase short-term profits doesn’t work, but instead reveals that by only moderately increasing advertising in a soft market, market share can increase.
Makes sense. The higher your market share, even in a recession, the higher your return on investment.
Lyn Jones is the regional manager of In Touch Media. Contact Lyn for more information on OOH research results.
This Digital Billboard was booked as part of the Coo-ee launch. It faces traffic on the busy N1 Western Bypass in Johannesburg North, and afforded the perfect opportunity for the display of the multiple flavours offered by Coo-ee.
In Touch Media’s insights into Industry Trends
Consumers and their connectivity, social and digital media stickiness, urbanisation and the resultant surge in consumerism that this creates is driving how marketers speak with their current and prospective consumers.
- Whilst digital OOH and interactivity will drive the growth within the sector, traditional OOH formats will maintain their relevance and role in building and maintaining brand awareness.
- OOH legislation will drive the de-cluttering of roadside signage to benefit messaging. Along with this there will be an additional focus placed closer to points of purchase, travel and social hubs, with marketing messages becoming more streamlined and engineered, designed to catch and hold consumers throughout their day and elevate their brand experience.
- The production and delivery of relevant content will support marketing efforts to the increasingly connected, savvy and social consumer, both young and old.
In addition, we are hopeful that the outdoor media owners that are not yet participating in OMC’s Road Survey will see the value that the measurement provides for their business, and that of their clients, so that the universe of panels within the system is more demonstrative of the total market.