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Boo to mediocrity in malls
In order to use a tactical medium that allowed for cost effective refreshing of creative material in shopping malls, Santam Multi-Motor have committed to a long term campaign with BOO! Alternative media communications. The product used is a new patented product, Park Adz, which is placed in the malls parking areas.
The strength of the medium is that it is placed at eye-level and offer brands the opportunity to communicate with the shopper on their arrival at a mall. BOO! media are able to offer advertisers a national campaign across their range of ever-increasing shopping malls, it currently offers 16 malls. Santam have been able to use seven different creative executions within the past three months at very cost effective rates.
Dave McKenzie, MD of BOO!, explained 'Our brief from Santam was to offer an innovative solution in the malls that could accommodate regular creative changes without the normal high production costs. There is a host of innovative product available in the malls, the Park Adz product was the most cost effective solution for Santam's particular requirements. The average shopper frequency in a large regional mall is four visits per month. Santam have ensured that the creative is updated regularly making full use of the products strengths.'
