Private Property, one of South Africa’s largest online property portals believes that strong partnerships are the key to success which accounts for them being the primary sponsors of the South African Women’s Hockey team. In order to reach consumers in key neighbourhood locations whilst highlighting their sponsorship of the National Woman’s team, Private Property took a calculated view and invested in a long term bus shelter campaign. This took place during the second half of 2017 on Street Network sites in Johannesburg and Pretoria.
Hockey is the second most played sport in the world after soccer, and certainly one of the biggest women’s sports in South Africa. There is a large grassroots following for the sport, with thousands of young people playing at clubs and at school level. These are the same families that log onto the Private Property site, searching for their next home. Thus the fit between SA Women’s Hockey and Private Property is clear, as is the brand advertising in targeted geographic locations.
“For the Private Property SA Woman’s Hockey campaign, we selected key sites in Johannesburg’s northern suburbs and across Pretoria. Through bus shelter advertising, brands have the opportunity to expose their messaging to geographically targeted consumers within key neighbourhood locations. The campaign, besides highlighting the sponsorship of Women’s Hockey, ensured Private Property remained top of mind for prospective home owners searching for their ideal home,” says Jonathan Everest, Head of Sales at Street Network.
According to a recent study from Nielsen, almost half (46%) of the survey’s participants profess to having conducted an online search as a result of seeing or hearing something advertised on a billboard, bus shelter or other outdoor advertising. This is a clear indication of the effectiveness of out-of-home ads and how to leverage their ability to prompt online activity.
For this reason, online brands such as Private Property should be considering bus shelter campaigns not only for reach and frequency, but to achieve measurable and effective ROI on their marketing investment.
To find out how Provantage Media Group’s Street Network division can help your brand deliver effective out-of-home campaigns nationally, contact info@on.co.za.
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