Further research conducted two weeks later (telephonically) showed that 94% could recall that the brand being advertised was Standard Bank and 55% recalled specific details about the product being advertised. The research, conducted by Interact RDT, included 90 on site interviews carried out at 10 restaurants in Gauteng followed up with 40 telephonic interviews.
The New Media bill folder campaign - The Shape of your Success - created awareness by drawing consumers' attention to the bank's Titanium cheque and credit card and a competition. The awareness created by the bill folder campaign was enhanced by the card given to consumers, which contained more detailed information at a glance in an easy format. They could also take it with them, allowing them to peruse the information at their leisure.
"The Z-Card, which was in the shape of a credit card, increased the campaign impact, while adding an element of surprise," explains Craig Segal, MD of Nine Mile Media. "The card worked hand-in-hand with the bill folder campaign to disseminate information in a compact, yet easy format to targeted consumers. Using both mediums the client was able to reach their target audience, interact with them as well as educate them about their product."
To ensure its success Billads proactively managed the campaign by contacting each food site on a weekly basis to encourage participation. Mystery diners visited sites each week and if the site was handing out the cards to customers they stood a chance to win a weekly cash prize.
