Brainchild of Daily Sun publisher, Deon du Plessis, this R2,1 million ad campaign will see the The "Daily Sun Fixmobile" with the help of Cashbuild move a handyman into the community - there to fix anything in the home which drives Sun readers mad! ; that door that never stays shut, that tap that leaks only on cold nights, that window which bangs in the wind, is now a thing of the past.
Daily Sun readers write in to tell the paper what drives them mad... and the Fixmobile is dispatched to help, together with the Papparazzi: The CTN Stokvel Television presenters and crew, on hand to record how it's done. The result is edited, and flighted as a series of DIY programmes on CTN Stokvel TV screens to entertain and inform their viewers on how to attend to DIY problems in their own homes. The contact also features in print in the Daily Sun.
The promotion is designed to build brand loyalty. It provides above the line exposure in both print and on television, and below the line, direct reach into the private lives and living rooms of a customer base at home, leaving behind permanent brand awareness.
The campaign has already been sighted by advertising agencies as a superb example of how to combine synergistic media with face to face consumer contact to achieve critical mass access for a brand in this market. "It's innovative, it's penetrating, it's lasting, and it completes the communication circle".
The Daily Sun recently celebrated its first birthday, and is fast growing past 220 000 copies per day average sales - making it the largest daily in the country by a very long haul.
CTN Stokvel TV has been operational in this market for 9 years, and provides a long shelf life to a television format. Stokvel TV has dedicated its programme content to provide entertainment to stokvel, burial societies, church groups - savings groups of all kinds. Its practice of making its viewers part of its programming, as well as the use of commercial soapies to convey a message is well known, and this programme series slots in well with their market. Their distribution by the SA Council of Churches puts them in reach of the 20 million members of this organisation.
Cashbuild stores have long been the market leaders in this market, This promotion places them at the forefront of innovation.
The Daily Sun Fixmobile with Cashbuild will operate through much of the country on a daily basis from August and flight on Stokvel TV for 12 months when an additional product, a video " Your Guide to DIY" compilation, will be available for sale to add even further legs to the campaign.
More Information:
Cashbuild Stores: Heather Swart of Zoom; Tel: (011) 248 1538
The Daily Sun: Ad Manager: Elzaan Strydom; Tel: (011) 77 6004
CTN Stokvel Television: Vanessa du Plessis; Tel: (011) 483 1327
