The Billads platform recently demonstrated the effectiveness of a below-the-line (BTL) campaign run in line with a brand's above-the-line campaign when it promoted Vodacom's data bundle packages through its platform.
Vodacom's strategic OOH advertising and planning agency, Posterscope South Africa, utilised the relaxed atmosphere of upmarket coffee shops and restaurants offered by the Billads platform and medium, with a great offer from the cellular services provider. The campaign also incorporated a table talker - a new addition to the Billads' stable.
The table talker reinforced the message in the bill folder on one side, while promoting the key message of the campaign on the other two sides.
The message: "Pay for a regular coffee, Get an upsize free. Because Vodacom Broadband gives you more, with up to 60% more internet free" is in line with the brand's above the line campaign, which states: "With Vodacom you pay for this much internet and get this much free".
"By applying the same concept and aligning the messaging through a creative execution, the promotion effectively demonstrated to the consumer in a practical way that when they purchase a Vodacom 3G or HSDPA package they will get 60% extra data to use for free," says Craig Segal, MD of Nine Mile Media.
"Consumers embraced the campaign and thousands of coffees and cappuccinos were upsized. The campaign also created conversation at the table and 33% of consumers who do not normally drink coffee did so as a result of the promotion*"
Research conducted shows that 70% of overall respondents could recall that Vodacom was being advertised. Two weeks later, telephonic research shows that 84% could still recall specific details of the promotion and that Vodacom was advertising.
"Posterscope South Africa, utilised the Billads platform as they knew it would offer a strictly tailored campaign for a very niche market and product offered by Vodacom, as the campaign results show," says Paul Makepeace, Strategist, Posterscope South Africa.
"The results showed that within two weeks of the promotion 8% of respondents had applied for Vodacom 3G or HSDPA as a result of the promotion and a further 23% had enquired about Vodacom data packages and had visited the Vodacom website."
Very important is that 83% of respondents felt the Billads promotion increased their awareness of Vodacom Data Bundle packages.
For more information, contact Nine Mile Media at 0861 64 63 64 or email .
*Research was conducted by Interact RDT at 10 restaurant sites in Gauteng where 110 consumers were interviewed at the restaurants of which 40 were called two weeks later to follow up.
BILLADS DNA
Conceptualised by Nine Mile Media, Billads are designed for convenience, complete with pen, tip and credit card recess, while the inside of the bill 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 a network of 600 restaurants, coffee shops and hotels nationwide. Campaigns can be amplified by means of table talkers, window and mirror decals, promotions and competitions. Site exclusivity for a brand is standard. To activate your brand with Billads today, call Nine Mile Media on 0861 64 63 64 or email .
