“There are more options out there than there were a few years ago but, in spite of new publications and digital media, our print classifieds still work remarkably well. Every day thousands of people look through the columns to find cars, jobs, property; see who's got engaged, married, died; find a bicycle, fridge, pet, boat and so on,” says Independent's Brian Porter.
“We have used well-known comedian Barry Hilton to add some humour to the campaign which, we believe, will get people talking about our classifieds and also shows the versatility of our classifieds sections.
"The campaign will be published in our 18 titles, projected in cinema and be loaded onto our website, IOL, as well as YouTube and Zoopy. We also plan to spread the message through email and hope it will be virally transmitted throughout our target audience.
“In this category, our readers are also advertisers and we want to remind people about how effective these ads are and how easy it is to get their ads into print. An advertising environment is very important and our newspapers are regarded as reliable and useful and so are the classifieds.”
With twenty-one different executions, the six-month campaign will be promoted in 18 titles across the group. It will commence at the end of May.
“Cinema has been selected for a three-month burst so that we can target regional audiences in a cost effective manner.
“Barry Hilton has been brilliant. He's got a phenomenal grip on the South African psyche and we believe what he's put together for us will give audiences a good laugh - and who doesn't need one of those!” concludes Porter.
See the clips on Zoopy