It’s no secret that the environment is under threat and Outdoor Network has recognised this with a series of environmentally-friendly initiatives that support its brand value and focus of being ‘green’, in terms of conservation, recycling and the environment. The company keeps working on methods to reduce its carbon footprint, such as converting billboard illumination from electrical power to solar, regularly donating its billboard skins to charitable organizations and eliminating them being placed in landfill sites, and embarking on a tree planting programme that positively impacts the environment. Solar The variety of fuels used to generate electricity all have some impact on the environment, from fossil fuel power plants releasing air pollution to the consumption of water resources, the pollution of water bodies and the physical impact on the land required to build power plants. But this is well documented and why Outdoor Network already has a number of green initiatives in place. The move to solar power has already resulted in 40 Outdoor Network sites being converted, with additional sites expected to be converted in the coming year. In addition, going forward, all new structures will be fitted with solar panels. Going “off the grid” represents a significant move in the right direction for Outdoor Network, which is also committed to converting its lighting systems to LED lighting, which consumes less electricity, whilst the same could be said for Outdoor Network’s digital screens, which are also ‘light’ on electricity consumption. Recycling Skins Earlier this year the outdoor advertising industry sat up and took notice when it was announced that billboard skins used in a new Australian advertising campaign would be recycled into park benches, decking, bollards, fence posts and other high-grade recycled polymer products1. But the practice of recycling these skins is nothing new and Outdoor Network has been at the forefront of this movement, whilst taking a slightly different approach. Outdoor Network chooses to rather recycle skins from its billboards and donate them to charities that, in turn, are able to use them for social economic development, such as the ShweShwe programme that teaches skills, creates jobs and generates income through the recycling initiative. Planting Trees As trees grow, they absorb and store the carbon dioxide emissions that are driving global heating, and new research estimates that a worldwide tree planting programme could remove two-thirds of all the emissions that have been pumped into the atmosphere by human activities, according to The Guardian2. Outdoor Network is cognisant of the impact trees have on the environment and, as a result, has embarked on a tree planting programme of its own, including planting trees in schools and parks, and working with NGOs on these projects, as a way of giving pack and looking after the future. The ‘Shining Lights’ There are numerous examples of companies taking a ‘greener’ approach and reaping the benefits – not only for themselves as businesses, but the environment, as well. In South Africa, the likes of Multichoice and Discovery have constructed new, ‘green’ buildings that have the environment at the forefront of their design. The Multichoice building in Randburg, for example, achieved a 5-Star Green Star SA Office V1 As-Built Certification in 2016, thanks to design features such as grey water collection from the gym and re-use for toilet flushing; efficient light fittings and motion sensors; ice-storage to reduce energy peak demand; drought-resistant plants to minimise the need for irrigation; and CO sensors in the basement to minimise ventilation fan energy. Outdoor Advertising Role But it’s not just corporates and their building design principles that have the ability to alter human behaviour and drive a more environmentally-conscious approach. The outdoor advertising industry has an important role to play, not just through its business practices, but in also working with brands to drive this behaviour. Coca-Cola and Publicis Italy proved this recently when they came up with a novel way of boosting the frequency of recycling. Most visibly at the Happy Energy Tour musical festival in Sofia, Bulgaria, Coke ran outdoor ads and out-of-home placements that turned the brand’s iconic white ribbon on a red background into a hand pointing at the nearest recycling bin. Publicis Italy reported that 85% of bottles discarded at the festival were put into the bottle-specific recycling bin. Now, that’s responsible outdoor advertising. https://www.bandt.com.au/media/australian-ethical-uses-100-recyclable-billboard-skins-home-campaign https://www.theguardian.com/environment/2019/jul/04/planting-billions-trees-best-tackle-climate-crisis-scientists-canopy-emissions
Outdoor Network achieves milestone with 10th rotating digital billboard added to growing national network
Outdoor Network has taken the next step in the continued growth of its national footprint and digital-focused development strategy, with the milestone achievement of its 10th digital site in South Africa, meaning the out of home market leader is in a position to offer increased value to advertisers. The new state-of-the-art 3m x 6m rotating digital billboard is situated in Pietermaritzburg and brings to five the number of Outdoor Network digital sites in KwaZulu-Natal, with the balance of the 10 sites in Pretoria/Tshwane (two), Johannesburg/Gauteng (one), Mbombela/Mpumalanga (one) and Polokwane/Limpopo (one) – all highly sought-after and key high-traffic locations, offering attractive upper income audiences. The 10 sites, combined, provide brands and advertisers with an average national reach of approximately 1.34 million consumers monthly, which represents 8.9% of the South African adult population, whilst this national digital platform is ideal for customers looking to engage with an upper income audience, as it reaches in the region of 845,000 consumers in this high income segment – about 9.7% of the country’s consumers in this category. “The achievement of our 10th digital site is a milestone, but we are just getting started,” says Jacques du Preez, CEO of Provantage Media Group. “Outdoor Network’s broader strategy is to provide brands and advertisers with a highly desirable national footprint in key, high-demand metropolitan areas. Digital, which currently makes up about 20% of our business, plays a key role in this strategic growth plan and the company intends to invest substantially in its digital inventory – in the form of small format rotating billboards – in the coming years, so that we can provide advertisers with even more value.” Digital OOH represents a significant step forward in the evolution of outdoor advertising and provides advertisers with increased options and in the case of the Outdoor Network’s digital OOH platform, the ability to deliver a national campaign on one network, whilst the rotating billboards offer immense value in terms of coverage, thanks to their ability to tailor and deliver specific messaging for targeted audiences at different times of the day. Further to that, digital OOH integrates more efficiently with social media than any other medium and is able to deliver immense value to advertisers and brands through improved recall, engagement and search, as detailed by the 2017 ‘Advertising Effectiveness – PJSC Study and Recall Comparison Analysis’. This report studied the five primary advertising channels and found that digital OOH – including digital billboards, digital-placed based networks and digital signage – returned an ‘advertising recall’1 of 82% compared with that of printed OOH (67%), TV (62%), desktop online (57%), mobile online (52%), and print (52%). The growth of Outdoor Network’s expanding digital network is significant for brands seeking a cutting-edge platform that delivers regional and national coverage in high reach and frequency locations. Further, as evidenced by international studies – such as that already cited – DOOH has the ability to meet the needs of a dynamic multi-brand strategy, whilst also offering significant levels of recall, engagement and brand awareness. Advertising recall defined as “advertising effectiveness in which respondents were exposed to an advertisement and then at a later point in time, respondents were asked if they remembered the advertisement on an aided or unaided basis.”
Outdoor Network growing national large format digital presence
With digital at the heart of its development strategy, Outdoor Network has grown its digital national large format network to five highway sites, offering increased value to advertisers and an expanding national footprint, with a focus on key high impact metropolitan highway sites. The 4.5m x 18m large format digital billboards are situated in Gauteng (3) and KwaZulu-Natal (2), but Outdoor Network plans to grow its national network extensively, with the goal to offer advertisers a large format, national highway digital network, made up of ‘signature’ sites in key high-traffic locations. KZN is currently home to a large double-sided digital billboard on the M3 highway on the outskirts of the Durban CBD, facing all east-bound traffic from the N3, N2 and Pietermaritzburg into the CBD, and the south and west-bound traffic exiting the city. The Gauteng sites are situated in Paulshof (double-sided), on the N1 highway in close proximity to the busy Rivonia Road off-ramp, and Crown Mines (single-sided), on the M1 South, facing traffic travelling from Johannesburg to Soweto – another high-traffic ‘signature’ location. This initial roll-out of premium highway sites in Gauteng and KZN means that Outdoor Network is already offering an attractive network of large format digital sites in locations with exposure to upper income groups and with high reach and frequency. Collectively, Outdoor Network’s five large format digital billboards reach approximately 3.38 million consumers a month, largely in the upper income category, making these sites the ideal the platform for brands looking to engage with a large audience in this market segment. “Our focus is on building a comprehensive large format national digital network, but we will be selective, concentrating on signature sites that can deliver significant value to our advertisers, in the form of impressive audience reach figures and platforms that can effectively drive targeted advertising messages,” says Jacques du Preez, CEO of the Provantage Media Group. With more and more marketing budget moving to online advertising in the form of social media, search etc, digital has become a preferred platform for many brands and advertisers, and digital Out of Home (DOOH) has proved itself as an effective bridge between the virtual and ‘real’ worlds, amplifying campaigns, complementing online strategies, and driving engagement across a host of channels. Backing up this assertion is a 2017 Nielsen study1 which shows that “online activations including search, Facebook, Twitter, and Instagram activity generated by Out of Home indexes at about four times the expected rate given its relative ad spend.” “Out of Home’s connection to digital media is undeniable,” said Nancy Fletcher, President and CEO of the Outdoor Advertising Association of American (OAAA), in the same study. “OOH campaigns boost online engagement more than other traditional media can. As digital ad spend increases, so does Out of Homes’, because it drives people in the real world online.” Outdoor Network is leveraging these DOOH benefits and it’s large format network complements the group’s growing roadside rotating digital billboard presence. As a result, Outdoor Network is able to offer a wide range of large and small format billboards nationally, in high reachand frequency locations, and deliver diverse consumer segments and audiences, at a competitive cost-per-thousand (CPT). Look out for more state-of-the-art signature highway digital billboards across South Africa, as Outdoor Network continues its aggressive growth strategy. https://specialreports.oaaa.org/wp-content/uploads/2017/05/Nielsen_042417.pdf
Outdoor Network unveils rotating digital billboard site in Pietermaritzburg
Digital is a key focus area in the Outdoor Network development strategy, and the OOH market leader has taken the next step in the continued growth of its national footprint with the unveiling of its latest digital site in Pietermaritzburg. The new state-of-the-art 3m x 6m rotating digital billboard is situated in a key high traffic location on a busy four-lane arterial road – Chief Albert Luthuli Street – facing traffic to the N3 freeway, which connects Pietermaritzburg with Durban. The desirable high-frequency site provides brands and advertisers with an average reach of just under 220,000 consumers monthly, which represents approximately 6.5% of the KZN adult population. “This is the next step in the growth of our digital network,” says Dumisani Malembe, Development Director at Outdoor Network. “Outdoor Network’s broader strategy is to provide brands and advertisers with a highly desirable national footprint in key, high-demand metropolitan areas, such as Pietermaritzburg.” Pietermaritzburg – the second-largest city in the province of KwaZulu-Natal- is an important regional industrial hub, producing aluminium, timber and dairy products, along with being the main economic hub of Umgungundlovu District Municipality. Centrally situated between Durban and Johannesburg, near the Drakensberg and several game reserves, Pietermaritzburg is a convenient stop-over and base from which to explore the KZN province, and a city that hosts some of the country’s top sporting events, including the Comrades and Dusi Canoe marathons. Pietermaritzburg is also well-populated with hotels, conference venues and tourist attractions, and is home to the area’s premier shopping destination – the large Liberty Midlands Mall. The inclusion of the Pietermaritzburg site in Outdoor Network’s expanding digital network is significant for brands seeking a cutting-edge platform delivering regional and national coverage. To find out how Outdoor Network’s roadside LED can help your brand deliver flexible, immediate and effective out-of-home campaigns nationally, contact info@on.co.za. Follow Outdoor Network on Twitter @outdoornetsa, Facebook @OutdoorNetworkSA, on LinkedIn or visit www.on.co.za
Nando’s springs into action with bus shelter campaign
Nando’s is renowned for its creative advertising campaigns and in 2018 took its flair for the eye-catching onto an out of home platform, with a strategic partnership with Street Network. Specifically, this partnership covered two campaigns over the months of September and October, with strategically-located bus shelters on main arterial routes within close proximity to point of consumpution across Johannesburg, speaking directly to commuters and those consumers on their daily errands. The campaigns in question were those for the Nando’s Value Meals and the Nando’s Spring Campaign, with value meals such as Peri-Peri Livers and Casa Pop and the Nando’s Fresh Hotpot and Spicy Rice being advertised for just R37. The key to the success of these new campaigns was the fresh, colourful, eye-catching creative, with Nando’s making maximum use of the various panels at its disposal on each bus shelter, thanks to the tailor-made ability of bus shelters to offer advertisers incredible creative freedom in strategic and geo-located environments. “Well-located and sophisticated bus shelter design provides agencies and brands with ideal advertising opportunities and creative execution possibilities, and the Nando’s execution in this case was effective and striking, ensuring a compelling call to action and high levels of recall,” says Jonathan Everest, Head of Sales at Street Network. The numbers certainly back this up. This street furniture campaign was effective in reaching approximately 1.9 million people and delivering around 28.5 million impacts with an average frequency of 14. (ROAD2015/16/17C). These figures translate into a CPM of below R50, delivering a very impressive return on investment to the brand. “Street Furniture, bus shelters in particular, are a valuable asset within the marketing mix,” says Everest. “Working with a brand such as Nando’s is always exciting as they push the creative envelope and Out-of-Home is ideally placed to take advantage of this. In terms of driving consumer action, the medium really hits home.” This was certainly the case with the Nando’s campaigns. The quick service restaurant chain was able to deliver an attractive and timeous proposition to market, reaching geographically targeted customers and delivering a creative execution that ensured high levels of recall and generated significant awareness of the two campaigns in question. To find out how Street Network can help your brand deliver effective out-of-home campaigns nationally, contact info@on.co.za Follow Outdoor Network on Twitter @outdoornetsa, Facebook @OutdoorNetworkSA, on LinkedIn or visit www.streetnetwork.co.za
Supersonic targets specific neighbourhoods with bus shelter campaign
Supersonic – brightened by MTN, a leader in the Fibre To The Home (FTTH) market identified Street Network as a strategic partner in driving awareness in Johannesburg of its new fibre offering, with the two parties collaborating on the Supersonic “Welcome to fibre made easy” launch campaign executed across a number of bus shelters in the city. Supersonic’s objective was to communicate its product within key and densely populated neighbourhoods earmarked for rolling out fibre services in the north of Johannesburg. In selecting bus shelters, the brand ensured it was speaking directly to commuters as they made their way to and from work, or on their daily errands, over the last four months of 2018. “Bus shelters have the ability to reach highly targeted audiences, and our solution amplified and extended the reach of the campaign, with high levels of recall, particularly for residents considering the switch to fibre,” says Jonathan Everest, Head of Sales at Street Network. “Specifically, Supersonic identified the north of Johannesburg as the target area, where the fibre-to-home industry is in its infancy and a huge opportunity for service providers exists.” As prices of fibre and data come down, the demand and competition for consumer spend is ever increasing, and the Supersonic offering aims to provide an easy-to-use and stable fibre solution for customers. The South African data landscape continues undergoing significant change driven by consumer demand. The Department of Telecommunications & Postal Services presented its ‘SA Connect’ progress report to Parliament earlier in 2018, and in it highlighted how much progress had been made in fibre and cellular coverage roll-out across the country. Based on data provided by the FTTX Council, the report found that the number of houses passed by fibre had grown from 439,000 in 2017 to 933,000 by March 2018 – equivalent to 112% year-on-year growth. Additionally, the number of houses connected to fibre grew from 89,000 in 2016/17 to 280,000 in 2017/18. The Digital in 2018 – Southern Africa report from Hootsuite highlights that internet users in South Africa grew by 7 percent during 2018, making up 54 percent of the population or 30,8 million individuals. Additionally, the report shows that South African internet users spend an average of 3 hours daily online streaming and viewing video on demand (VOD) services. These users, predominantly found in upper income suburban neighbourhoods require fast, stable and cost effective internet connections. With this in mind, the timing of the Supersonic “Welcome to fibre made easy” campaign could not have come at a more opportune time, with the partnership with Street Network amplifying and extending the reach of the campaign, through a targeted and focused approach – some of the key elements in an effective out of home solution. To find out how Street Network can help your brand deliver effective out-of-home campaigns nationally, contact info@on.co.za Follow Outdoor Network on Twitter @outdoornetsa, Facebook @OutdoorNetworkSA, on LinkedIn or visit www.streetnetwork.co.za
McDonald’s drives purchasing decision on bus shelters
In a bid to raise awareness of its South African summer campaign and to drive consumers to its restaurants, fast food giant McDonald’s opted for a street furniture campaign towards the end of 2018 on Street Network’s bus shelters. The campaign rolled out on selected and strategically-located bus shelters across Cape Town from the first of September to the 31st of December, targeting time-poor commuters in high-dwell time areas on the extensive MyCiTi BRT network, focusing on upper income neighbourhoods and areas home to consumers with disposable spend. McDonald’s is one of the most prolific quick service restaurants making use of out of home advertising worldwide, and this localised campaign was strategically placed considering research from the OAAA shows that thirty-five percent of commuters that have seen an out-of-home campaign, buy a product after seeing it being advertised. September saw McDonald’s unveil its South African summer menu and a host of new specials, including a lime and chocolate McFlurry and a competitively-priced McChicken deal that would have caught the eye of hungry consumers who like a chicken burger from time to time. The Quick Service Restaurant (QSR) sector in South Africa is both competitive and lucrative, accounting for in excess of twenty-nine percent of South Africa’s franchising market which in 2018 was valued at R587 billion Rand. This means QSR has by far the biggest share in franchising turnover according to FNB, and the competitive nature of this industry is the reason brand visibility and awareness are key to retaining and growing total revenue. The McChicken is an iconic McDonald’s menu item, having first been introduced back in 1980. It has an interesting history, having twice been removed from the menu, only to be reintroduced as a result of customer feedback. The McFlurry vanilla ice cream in a cup is also a long-standing McDonald’s menu item, having been around for nearly 20 years, with different flavours introduced on a regular basis. “As we were dealing with food and a campaign that sought to drive footfall to restaurants, this was very much a visually-strong campaign, focused on the specific products in question – the McFlurry and the McChicken – and showing the consumer exactly what the proposition was,“ says Jonathan Everest, Head of Sales at Street Network. “Bus shelters are positioned to catch the attention of consumers on their daily commute and this was a solution that amplified and extended the reach of the campaign in a bold and creatively engaging manner.” This street furniture campaign was effective in reaching approximately 873,000 people and delivering around 8.7 million impacts with an average frequency of 10. (ROAD2015/16/17C) “This was an example of the ability of out of home to drive a purchasing decision,” says Everest. “In this regard, small format OOH is one of the most effective platforms driving both engagement and influencing that purchasing decision.” McDonald’s should be credited for creating innovative new menu items alongside some of its much-loved classic dishes, but Street Network provided the platform on which to communicate this new offering with consumers, and drive them to McDonald’s restaurants. To find out how Street Network can help your brand deliver effective out-of-home campaigns nationally, contact info@on.co.za Follow Outdoor Network on Twitter @outdoornetsa, Facebook @OutdoorNetworkSA, on LinkedIn or visit www.streetnetwork.co.za
Hollard Bus Shelters highlight male cancer scourge
Hollard Insurance has strengthened its position as South Africa’s champion of male cancer awareness, thanks to an extended out of home campaign with Street Network. Hollard, a market leader in insurance targeted the issue of testicular cancer which forms part of its continued CSR drive with a simple, yet effective campaign which focused on targeting and reaching commuters in Johannesburg travelling along Oxford Road. The campaign specifically targeted the busy and highly trafficked areas surrounding Rosebank, Forest Town and Parktown. Not only were these locations significant for their proximity to the Hollard headquarters, but a feature of the area is the number of hospitals nearby, in the form of Charlotte Maxeke Johannesburg Academic Hospital, Life Brenthurst Clinic, the Wits Donald Gordon Medical Centre, and Netcare Park Lane Hospital, which tied in nicely with both the raising of awareness of the issue of testicular cancer, and the drive to have male consumers visit a healthcare professional to have themselves screened. “In this regard, Hollard had a similar approach to those effective campaigns that select ideal OOH environments and locations which allow brands to target large and diverse consumer segments,” says Jonathan Everest, Head of Sales at Street Network. “Effectively, the campaign provided the ideal solution to the objective of raising awareness coupled while driving online activity.” The campaign’s creative was fairly striking and focused on urging male consumers to examine themselves on a regular basis, as well as driving them to guynae.org, a website associated with the Hollard Daredevil Run. The Daredevil Run is a countrywide phenomenon and seeks to raise awareness of male cancers in a fun and ‘cheeky’ manner, as male consumers are urged to don a purple speedo, running shoes and nothing else, for the five-kilometre fun run. All funds raised from entries go towards cancer screening and awareness programmes across the country – hence, why the Hollard Street Network campaign took the form of an extension and amplification of the insurer’s existing presence and activity in the male cancer awareness space. “Bus shelters have the ability to reach a wide range of consumers across all economic strata, and with cancer affecting consumers across the spectrum, regardless of age, colour, LSM etc, the fit with the Hollard male cancer campaign was obvious,” says Everest. “Further to that, this campaign was able to captivate commuters in a high-traffic location, with Oxford Road an important link between the Johannesburg CBD and the commercial hubs of Rosebank and Sandton.” The campaign delivered a highly targeted and impressive 2.8 million impacts as it reached approximately 470,000 people monthly. Highlighting the value of advertising on bus shelters, Hollard’s investment boasts a very low CPM rate of R4.92 which translates into a very efficient use of marketing budget and effective ROI for the brand. (ROAD2015/16/17C) Importantly, this platform enabled Hollard Insurance to strengthen its standing in the male cancer awareness space and position the brand as the performer of a public service, as opposed to the traditional ‘hard sell’ of a product promotion. To find out how Street Network can help your brand deliver effective out-of-home campaigns nationally, contact info@on.co.za Follow Outdoor Network on Twitter @outdoornetsa, Facebook @OutdoorNetworkSA, on LinkedIn or visit www.streetnetwork.co.za
Cricket SA partners with Street Network to raise awareness of Mzansi Super League
2018 was a ground-breaking year for Cricket South Africa, with the sport’s governing body finally realising its dream of staging its very own world-class T20 league. The Mzansi Super League took place across the country in November and December, with six franchises fighting it out for the inaugural title. But CSA had a challenge on its hands – how best to communicate the essence of the Mzansi Super League and what would differentiate it from the T20 leagues that had preceded it around the world. That’s the likes of the IPL, Australia’s Big Bash, and the Caribbean Premier League. Enter Street Network and a campaign that rolled out across strategically-located bus shelters in Gauteng, KwaZulu-Natal and Port Elizabeth in November and December. “With the Mzansi Super League all about being ‘fast, fun, and for all’, the objective of this campaign was to drive attendance at the games, which were great family outings, and to drive TV viewership,” says Jonathan Everest, Head of Sales at Street Network. The campaign creative included pushing consumers to SABC 3, with every game of the tournament shown on the free-to-air broadcaster. This itself was ground-breaking, with the game taken into the houses of millions who had previously never had the privilege of watching high-quality domestic T20 cricket. As many as 3.4 million people tuned in to SABC to watch the opening weekend of the league, and according to CSA, the average television audience per game was 1.6 million in South Africa. Further to this, the campaign was effective in reaching over 1.5 million people in Gauteng alone – approximately 12% of the province’s total population – and delivering around 18.3 million impacts with an average frequency of 12. (ROAD2015/16/17C) “This was a solution that amplified and extended the reach of the campaign, encouraging consumers to not only make a purchasing decision and attend a game, but also engage with the product on an alternative platform – television,” says Everest. “Suffice to say that this campaign was successful in attracting high levels of brand awareness.” This was largely due to the ability of out of home media to deliver tangible results, with Nielsen’s 2017 ‘Poster Advertising Study’ reporting that of the sample surveyed, 18% admitted attending an event advertised, whilst 19% said they watched a TV program advertised. Further to that, 46% reported searching online for more details concerning the advertised message. This points to the real value that OOH can deliver, not only driving brand awareness and ‘top of mind’ recall, but also search and a purchasing decision. To find out how Street Network can help your brand deliver effective out-of-home campaigns nationally, contact info@on.co.za Follow Outdoor Network on Twitter @outdoornetsa, Facebook @OutdoorNetworkSA, on LinkedIn or visit www.streetnetwork.co.za
Egoli Gas Stretch their creative legs with Street Network
Egoli Gas, a market leader in natural gas to business and home, has partnered with Street Network to roll out an innovative and creative execution in key high-end locations in Johannesburg. In the process pushing the envelope in terms of street furniture advertising innovation. The execution saw Egoli Gas unleash its creative juices on bus shelters across Johannesburg towards the latter part of 2018, covering the areas of Johannesburg Central, the business district of Sandton in the Northern Suburbs, and Florida on the West Rand. This gave Egoli Gas an even geographic spread across Johannesburg, as it sought to raise awareness of its “Get Connected” campaign, which encourages consumers to switch to gas and reap the benefits it offers. The creative execution took the form of bright orange piping ‘feeding’ into the bus shelter and into a mock boiler on top of the shelter, providing an excellent example of how Street Network is able to deliver creative ideas and elevate the engagement and impact the brands they work with are looking for. “This was a solution that amplified and extended the reach of the ‘Get Connected’ campaign in a bold and creatively engaging manner,” says Jonathan Everest, Head of Sales at Street Network. “Hats off to Egoli Gas for joining Street Network in pushing the boundaries on this campaign, thinking out of the box, and producing something memorable that would have stayed in the minds of commuters and motorists for some time to come.” Egoli Gas is a natural gas reticulator servicing more than 7,500 domestic, central water heating, hospitality and industrial businesses in the Johannesburg area, and it offers environmentally- friendly, safe, reliable and energy efficient natural gas. For domestic use, Egoli Gas is located in many of the more established Johannesburg suburbs, but the pipeline extends even further for its commercial and industrial customers, making this campaign an opportunity to raise awareness of the Egoli Gas offering and convert more consumers to gas. “Small format OOH is one of the most effective platforms driving engagement and influencing purchasing decisions,” says Everest, “whilst the broader Out of Home space allows for creatively impactful storytelling, which Egoli Gas clearly took advantage of here.” The strategic site locations ensured that this creative campaign reached approximately 807,000 people, which equates to 10% of the estimated 8 million residents of the Johannesburg metro, while delivering around 7.4 million impacts. (ROAD2015/16/17C). In addition to drawing large audience figures, ‘out-of-the-box’ creative has the ability to deliver higher engagement, driving search and brand recall, and it was the creative that differentiated this campaign, highlighting the fact that Out of Home provides for creative expression in a manner that other media formats are not able to match. To find out how Street Network can help your brand deliver effective out-of-home campaigns nationally, contact info@on.co.za Follow Outdoor Network on Twitter @outdoornetsa, Facebook @OutdoorNetworkSA, on LinkedIn
