The Brand Connection, The Media Connection's brand activation specialist, recently ran a successful activation campaign for Coca-Cola, encouraging community members to return their glass Coke bottles to redeem their R3 deposit.
Initially, The Brand Connection sought to provide a personal touch to corporate and promotional needs, by offering only the highest quality goods from reputable suppliers and delivering such products in a connected and efficient manner. Today, The Brand Connection has an established additional marketing avenue.
"The development of local and national activations has stolen the foreground since 2009 and shown much promise in offering the right kind of marketing for semi-formal and informal areas of the country," says Simon Milne, The Brand Connection's Operations Manager.
The Brand Connection's activation for Coca-Cola, 'bring back the bottle and get your R3 deposit back'
, is a prime example. The campaign message encouraged consumers to bring in their 1.25 litre Coca-Cola glass bottles, to redeem their R3 deposit.
The Brand Connection's activations, in its outside broadcasting units, saw a five-hour a day blitz with its team of brand ambassadors including an MC, two promoters, a driver and a DJ who spent their days travelling in branded Coca-Cola vans to taxi ranks, shopping malls, schools and populated areas in Kwazulu-Natal, the Northwest Province and Gauteng.
"Our MC vibrantly communicated the client's message, in the consumer's home language, and directed them to participating outlets, whilst our promoters reiterated the message with individual consumers at ground level," says Milne.
"Our DJ mixed some magnetic tunes that drew and entertained the crowds, and five minute telephonic interviews with community radio stations ensured further reach by spreading the message to their entire listenership base," he adds.
The response from the communities was overwhelming and the client's objective - forwarding an authentic and applicable marketing campaign involving direct interaction, participation and promotion - was successfully achieved.
"The Brand Connection's Coca-Cola campaign had the look, feel and needed bounce to get the message across," concludes Milne.
For more information about The Brand Connection and its bouquet of services, contact 086 137 2346 or visit www.themediaconnection.co.za
. The Media Connection DNA
The Media Connection provides a sales and administration function for radio and TV stations that have limited experience with, and access to, the national advertising industry in South Africa. There are 135 community radio stations on air, with which The Media Connection has representation agreements, as well as 15 sub-Saharan TV and radio stations that have appointed it to procure advertising for them. The Media Connection is a one-stop shop for advertisers aiming to reach a large and fruitful market simply by making one telephone call. For more information, contact 086 137 2346.