Written by John Van de Ruit, the Spud
books have taken South Africa by storm. This book, the third in the highly successful Spud
collection, was highly anticipated by the South African public.
Adding to this anticipation was the Billads campaign for Penguin Books, the publisher of the Spud
books. The campaign created an awareness, as well as an interaction with the brand comprising a sms campaign that gave consumers the chance of winning one of 10 Spud
hampers to the value of R750.
“The Billads concept was not only suitable to the campaign, but our ability to provide suitable sites for the target market proved invaluable for this campaign,” says Nine Mile Media, Managing Director Craig Segal.
He explains that the campaign was run at carefully selected venues which were in close proximity to book stores where the book could be purchased.
Tharien Padayachee, Marketing Coordinator for Penguin Books added that this ability of Billads was a major consideration in running the campaign with the media company. “We always knew that the launch of Spud - Learning to Fly
would go well. The Billads campaign added great value to this precisely because of its ability to cherry-pick venues and regions. Utilising venues in malls near book stores, for example, was pivotal.”
The campaign ran from 15 June to 15 August. ABOUT BILLADS
Conceptualised by Nine Mile Media, Billads are designed for convenience, complete with pen, tip and credit card recess, while the inside of the folder is used as advertising space. Billads is able to deliver a brand as well as samples of a brand directly into the hands of over 5.5 million upmarket consumers every month through over 600 up market restaurants, coffee shops and hotels nationwide. Site exclusivity for a brand is standard.
For further information call Nine Mile Media on 0861 64 63 64.