With people spending more & more time outside their home it is not surprising that brands are opting for OOH advertising. Out-of-home media advertising is focused on marketing to consumers when they are “on the go” in public places, in transit, waiting areas as well as commercial places.
Recently, Transit Ads has implemented a new OOH campaign for Debonairs Pizza, which is part of a broader commuter strategy. It is developed by MediaShop and installed at transit places such as Metrorail Stations across South Africa. The campaign is going to last for almost a year where passersby & onlookers will be exposed to large format, colourful imagery of Debonairs pizzas, with the special offer messaging of ‘Real Deal from R21.90 each’.
The billboards have been strategically placed across locations such as Berea Station, Durban Station, Cape Town Station, Park Station, Orlando Station, Germiston Station and Pretoria Station.
The year-long campaign for Debonairs Pizza across the country is aimed to raise the brand’s profile above its competitors, increase the brand loyalty as well as drive people to keep it on top when planning to eat a pizza.
Shamy Naidu, executive: Transit Ad, says, “The Debonairs Pizza campaign is effective because it targets consumers as they leave for work, but also as they arrive home when it is close to dinner time. Most Debonairs Pizza outlets are less than 5km from the stations, and the mouth-watering creative keeps the product top of mind.”
The apt choice of train stations is because they experience a high footfall of commuters according to Transit Ads. The dwell times and visibility of the brand is comparatively high which eventually yields to high recall value and positive impact on the travelers.
The rail environment is captive, there are high dwell times with an average of 21 minutes, and there is excellent frequency with 79% of train commuters travelling twice daily, says the team at Transit Ads.