Johannesburg, October 2021 – Financial services group Standard Bank has covered all its bases with an Out of Home (OOH) advertising campaign targeted squarely at the South African golf audience.
This, in partnership with Golf Ads, the golf media specialists and a division of Provantage Media Group.
The campaign objective in this case is targeted at driving awareness of the Standard Bank Pro-Am series, which aims to support the development of female golfers at grassroots level and empower talented professionals by creating opportunities for more playing time. The campaign launched in August this year, to coincide with Women’s Month.
Standard Bank opted for impact and high-recall objectives through the combination of digital and static golf course advertising. This takes the form of a national campaign on Golf TVTM coupled with on-course ball washers and clocks branding while extending its reach further to include to mini-billboard sites at key golfing destinations in Gauteng.
The various golf media platforms the brand has selected enables it to target golfers and those simply visiting golf clubs for other reasons including meals and entertainment – a captive audience that is relaxed, economically agile, and traditionally sits in the upper-income bracket.
Golf TV™ is a live high-definition digital TV network placed in multiple locations throughout 60 golf clubs nationally, with multiple screens in various high dwell areas throughout these clubs, which guarantees maximum viewing and exposure, and high levels of brand recall.
Digital OOH allows for multiple creative executions to be used with no media production cost. It provides advertisers with the opportunity to deliver time and location relevant messaging, which, when coupled to high-impact static, delivers a highly effective result.
“The fact that Standard Bank has opted for a national digital place-based network, bolstered by static golf course advertising in South Africa’s economic heartbeat, means it is able to achieve incredible reach with this campaign,” says Johan Scholtz, Head of Golf Ads and Provantage Media Group Chief Financial Officer. “In fact, the Golf TV™ campaign, alone, will see Standard Bank reach over 370,000 viewers a month, making for a significant return on advertising spend.”
