The Covid-19 pandemic and resulting lockdowns that wreaked havoc on the broader retail environment were amplified by looting during the July 2021 riots. Additionally, e-commerce and the largely subdued economic climate which immediately followed, left South African shopping malls with significantly lower traffic levels and turnover between 2020 and early 2022. But South Africans – […]
Cadbury Strikes ‘Sweet’ Deal with Outdoor Network for Impactful Easter Campaign
How do brands best deliver impact and amplify their message during a seasonal and holiday periods, particularly when a campaign is targeting a specific event?
Through the medium of Out of Home (OOH) advertising.
Chocolate producer Cadbury is the latest brand to adopt such an approach, through a multi-site OOH campaign in partnership with Outdoor Network.
The brand’s Easter 2021 ‘Hide Them with Love’ campaign strategically selected a combination of large-format digital and static billboards with extensions to increase awareness around the brand’s Easter messaging, with a focus on further entrenching the brand and its seasonal range of chocolate products during this time.
These sites are expected to reach 1,8 million consumers a month, at a frequency of 10 and total impacts of 18 million monthly (ROAD2016/17/18C). The highly-visible billboards will deliver on reach and frequency due to their key high-traffic locations, and position Cadbury to engage with a large volume of potential customers as they go about their commute to and from work, school and shopping.
“Out of Home is a media amplifier, ‘extending’ the reach and frequency of integrated campaigns, and driving mobile, social and digital engagement better than any other advertising medium,” says Jacques du Preez, CEO of Provantage Media Group. “In this case, Cadbury has been able to amplify its Easter campaign messaging in a bold and creatively-engaging manner, employing targeted and effective digital and static billboard solutions to elevate brand and seasonal product offering recognition and reinforcement to a wide range of motorists and commuters.”
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