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
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