Cell C beefs up its child support

Primedia @ Home's consumer promotions division was tasked to implement an interactive direct marketing campaign supporting the parade.

A total of 48 promoters were stationed in strategic locations around the mall and actively encouraged consumers to vote for their favourite cow by texting its serial number to Cell C and were given a free gift for partaking.

To create awareness of Cell C's sponsorship of the exhibition, drop banners were placed outside Cell C's franchise store in Sandton City and Cell C-branded balloons were distributed to children. Promoters, dressed in Cow Parade T-Shirts, persuaded mall rats and shoppers to visit the store and take advantage of specials on offer during the Cell C Cow Parade. The regional campaign was supported by online advertising, radio and television commercials.

Primedia @ Home managing director Modise Makhene says: "Our innovative consumer promotions create memorable consumer brand experiences with value add. This encourages consumers to experience the brand firsthand, soliciting the intended awareness and giving clients real returns."