Intersecting commuters to create opening awareness

Intersection promotions are a highly effective manner of reaching consumers in stationary vehicles nationwide. "The benefits of this unique consumer interaction platform include high reach, with top of mind awareness and built in creative calls to response," explains Melvin Chagonda, Primedia@Home's Chief Executive Officer.

The medium suits brands appealing to a wide target audience as well as those requiring specific demographics.

Four branded promoters were stationed at intersections in the two towns to hand out Game pamphlets and Fizzer sweets to passing commuters. The campaign proved successful, evident when commuters who initially refused to open their window, came back for a hand out.

"A phenomenal response was received from the black and white male middle class demographic. Amidst exceptionally high traffic volumes, drivers responded well and remained cheerful and pleasant towards our promoters who effectively associated Game with cost savings," Chagonda adds.

Commuters commented that they had been waiting for a store of this calibre to open in their area. "This illustrates that consumers realised the immediate benefit of the promotion," Chagonda concludes.