'Owning' the colour blue
Oracle Airtime Sales's recent DStv campaign for PoolCop, manufacturers of automated pool management systems, brought the South African brand together with world-renowned brand National Geographic Channel. The association between PoolCop and the blue imagery of the National Geographic footage was further entrenched by the editing of the PoolCop logo onto the fillers, so as to 'own' the blue colour.
The month-long campaign provided high frequency exposure through spots and the channel's fillers and made use of National Geographic's beautifully-filmed underwater imagery.
PoolCop's advertising agency, Faction Media, worked closely with Oracle on the campaign and director Xen Storm explains that the frequency of exposure worked exceptionally well for the client, who tracked the response by monitoring its own website.
"Shortly after the first commercial was flighted, the number of hits had already increased. To date, the hits have more than doubled. In addition, the client received something in the region of 200 calls and is delighted with the impact of the campaign."
She continues, "What differentiates Oracle is their personalised approach and dedication to service delivery. Clients also like the fact that they can purchase customised packages and that Oracle is able to meet the needs of any size of budget."
Oracle is devising similar innovative advertising campaigns for other channels such as the Discovery Channel and History Channel.
