Free coffee promotion sees results

"The advertising enabled the bank to reach its audience in an uncluttered, friendly environment. The commitment to make this campaign work was evident from the start and I was very impressed with the sheer determination that the Nine Mile Media team displayed. The professional research and report back was notable and I would recommend this platform for future activity," says Belinda Kayton, channel strategy director at Nota Bene.

Survey indicates 63% awareness

An independent survey, conducted by Interact RDT, of 115 onsite respondents and 35 telephonic follow-ups two weeks later, revealed that 63% of the respondents felt that the campaign increased their awareness of Nedbank's product offering.

Craig Segal, MD of Nine Mile Media adds, "The research also indicated that 72% of respondents would tell their family and friends about the free cuppa, whilst 29% had already done so."

Billads also put various other mechanisms in place, including table talkers and waiter incentives, to ensure that the advertising and the informative promotional card inside the bill folder further engaged consumers and left a lasting impression.

An average of 69% of all respondents noticed the advertising on the table talker and inside the bill folder. In terms of brand recall, 67% of onsite and 89% of telephonic respondents could recall the brand or product being advertised.

"Delving deeper, 35% of onsite respondents and 26% of telephonic respondents could recall product offering specifics; 17% indicated that they discussed the promotional card at the table and 46% took action with the promotional card," says Segal. "In terms of conversion, 24% said that they would consider the bank's advertised account as an option, whilst 12% had already either opened or enquired about it," he concludes.