What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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Transfusing innovation into property ads
The inventive South African National Blood Services advert that ran exclusively in The Property Magazine has created a buzz in media circles and generated some odd phone calls. The advert is the brainchild of Saatchi & Saatchi in Johannesburg and features some of South Africa's hospitals for sale in a format that mimics a regular property for sale advert.
Tony Vaughan, publisher of The Property Magazine says, "We took the decision to run the advert free of charge over three editions this year because it's really important to tell people how vital it is to donate blood."
The message of the advert tells people who were careful enough to read all the way to the bottom that if people don't go and donate blood, hospitals will really have to be put up for sale.
Vaughan concludes: "By noon of the first day, I had taken 12 calls from readers and buyers who were outraged that we hadn't included a phone number or agent to contact in order to buy the hospitals featured in an advertisement for hospitals for sale."
Editorial contact
Lange Public Relations on behalf of Media Nova
