Each week, for a month, Ads24 will be sending a postcard with different reader information about Son to various media planners and advertising agencies around the country. The same information will be disseminated by e-zine.
The low protection factor is also an inference to the campaign's strap line: "Exposure to Son is not Harmful to your Media Schedule." This is a reminder to media planners that the daily version of Son reaches the massive middle class market of the Western Cape, and that it's a favourite news and views read versus its racy weekend counterpart that holds a larger entertainment value.
As part of the promotion, Ads24 will also be distributing bottles of sun screen to media planners with the by-line and distinctive SPF 04 branding and colours carried through from the newspaper.
The SPF 04 campaign is running in conjunction with a lucky draw competition that culminates on 24 June 2006, when one couple will win a balmy weekend under the African sun at the Royal Livingston Hotel at Victoria Falls.
Comments Tiaan Ras, manager: marketing and media intelligence at Ads24, "We believe that creativity doesn't have to cost a lot of money. We have a very creative team at Ads24 and together, we came up with the concept for the campaign."
