“This enhances the enjoyment of the poster, and injects a ‘fun' aspect, while also underpinning the message that this tool is not rigid, but is fluid like the classification of South Africa's people that it depicts,” says Tiaan Ras, manager: market intelligence for Ads24, Media24 Newspapers' national sales and trade marketing division.
“We commission the LSM Poster every year because it gives agencies and clients a visual overview of the different LSM Groups in SA. It is literally a quick glance that you can put up on the wall with key statistics on each segment... [T]he industry both expects and wants us to do it, with both agencies and clients regularly asking when we will release an updated poster,” he adds.
Ads 24 will be distributing two sizes: the interactive A3 size which is great for cubicles or smaller working environments with wall space; and a stickerless A1 size which works well in bigger offices, boardrooms and meeting areas.
This year's poster was designed by Pretoria-based design company, Etiket. “We designed the poster around the fact that in order to understand the LSM system, one must be aware of each group's construction according to the degree of urbanisation and household possessions,” explains Ricardo Rocha, creative director for Etiket.
“The interactive design, we believe, will make the experience more fulfilling and the communication more effective. The use of stickers helped to keep the concept simple, fun and to the point,” he adds.
To enhance the interactivity Etiket also designed an online build-your-own-LSM poster game and competition which started on 26 May 2008 and will run till 2 June. Only subscribers to the Ads24 newsletter are eligible to participate.
To subscribe to the newsletter or if you would like to request a complimentary copy of the poster for collection, contact Verona Alexander at +27 (0)11 259 1700 or email .
