Digital Out of Home (DOOH) is becoming increasingly popular within airport environments – according to Airport World magazine, it now accounts for between 20% and 40% of sales at large international airports[i]. The global trend towards making use of this highly effective advertising medium points to its relevance and immediacy – and luxury brands are […]
ProActive™ promotes road safety awareness for the Automobile Association
With the objective of promoting road safety awareness amongst pedestrians, the Automobile Association (AA) commissioned ProActive™ to implement a nationwide campaign.
The focus of the campaign is pedestrians, who, according to statistics, comprise around 40% of all road fatalities annually in South Africa. The campaign strategy is to educate pedestrians about the importance of adhering to road safety guidelines, making themselves more visible while walking, and the benefits of paying attention to their surroundings.
The activations campaign, which began at the end of June, is being rolled out across eight provinces. The campaign’s timeframe has been carefully selected ahead of the festive season when road deaths escalate, to ensure that safety remains top of mind.
ProActive’s™ AA Pedestrian Visibility Activations are taking place at all major taxi ranks, thus ensuring the target audience has the opportunity to engage with the brand ambassadors in an environment which is both relevant and offers high dwell times.
As part of the activations, commuters are being given high-visibility reflective sashes (in adult and child sizes) to ensure they are more visible to motorists. Part of the education drive is providing tips on how to wear them. Feedback from the commuters so far has been extremely positive with most of them noting that the sashes are useful to them as they leave home before sunrise, and return after dark.
For more information on how ProActive™ can activate your brand contact Peter KohlÖffel on 0861 776 826 or pk@provantage.co.za or go to www.provantage.co.za/ProActive or follow @ProvantageSA
You may also like:
Orange dominates Abidjan International with its latest integrated campaign
Global Out of Home Media has extended its long-standing relationship with French multinational telecommunications operator Orange, with an integrated campaign at Abidjan International Airport in Ivory Coast. This extends the working relationship of the two parties, with Orange continuing to see value in partnering with Global Out of Home Media – a division of the […]
ProActive™ Campaign drives positive engagement for Halls
Being in the right place at the right time forms the cornerstone for the kind of experiential marketing strategy that ensures campaign success. This was an integral part of a campaign recently implemented by ProActive™ for Halls. Strategized by Saatchi and Saatchi, the creative concept pushed the brand message “Own the Moment”, with a focus […]