Moving Ads South Africa, in partnership with LCJ Consumer Matrix, is driving DStv Compact's selling proposition into niche markets, faith communities.
The month of July saw DStv Compact embark on a maiden campaign targeted at African Christian Churches around the country. The campaign made its first stop at Nazareth Baptist Church (Shembe) in Inanda, KZN. The church, with a pilgrimage constituent of 40 000 from all walks of life, presented the brand with opportunities to interface with prospective customers.
The activation spanned two successive days, commencing on the 30th - 31st July 2011.
Team Moving Ads worked off of client's brief to serve as:
Brand educators, explaining the product, price and subscription terms
Provided salesmanship on the ground
Collated customer information
Encouraged customers to subscribe to DStv Compact product
Attended to queries and orders
Distributed promo merchandise; water bottles, T-shirts, scarfs, hand fans, aprons and balloons
About 50 people visited the truck every 15 minutes of promotion intervals, and 720 customer registration forms were filled. All in all, the team spoke to over 3000 people during the promotion.
"It's great to see clients become more adventurous in their quest for new markets. Most brands treat religion as a sacred cow. DStv just proved that holy cows belong on the braai stand. This was a successful activation, it met all campaign objectives," asserts Fanana Molapokatse, Moving Ads Business Director.