New campaign goes by the book

Exclusive Books stages an annual sale and the challenge was to make sure the book-buying public knew about it. So the book retailer selected Primedia@Home's Intersect Direct to create immediate campaign awareness and generate more book sales. Intersect Direct is an engagement marketing tool designed to reach targeted consumers in stationary vehicles at traffic lights, particularly in rush hour. Dressed in Exclusive Books' branded gear, promoters delivered the summer sale pamphlets to motorists at the 23 desirable intersections that were identified in Bloemfontein, Durban, Pietermaritzburg, Cape Town, Johannesburg, Port Elizabeth and Stellenbosch.