Mediology included Nine Mile Media's Billads Bill Folders into its strategic plan for Tropitone's recent advertising campaign.
The campaign targeted the summer fever and focused on coastal sites in Durban and Cape Town.
The creative featured a goddess in a bikini, being adored by members of the opposite sex, and was geared to capture consumer attention inside coffee shops and restaurants where relaxing consumers would be open to absorbing the advertising message when paying their bill.
Research conducted by Interact RDT questioned 120 respondents onsite at nine different restaurant sites around Cape Town and Durban. It then conducted further research with 65 of these respondents one week later via telephone.
One in three of all respondents said that they noticed the advertising inside the bill folder, whilst 79% of onsite respondents could recall the brand or product being advertised and 71% found the advert eye-catching.
One week later, 86% of telephonic respondents could recall the brand or product being advertised, 90% provided descriptive words, 40% could still recall an advert main message and 57% of these recalled 'Be a Sun God'.
"Overall, 69% said that the campaign increased their awareness of Tropitone. The results speak for themselves," says Craig Segal, the Managing Director of Nine Mile Media.
Onsite, 47% said that they would consider buying Tropitone and 41% said that they would tell their friends and family about the brand. "One week later, 28% had already purchased the product and 48% had told their family and friends about it," adds Segal.
Judging from this campaign, Billads ensures that its clients don't get burnt!
For more information, contact Nine Mile Media at 0861 64 63 64 or email .
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
