SOUTH AFRICA: Don’t just watch movies, experience them in 3D at Ster-Kinekor‘s 3D Theatres. This is the advertising message that has been brought to all movie-goers by Ster-Kinekor via Primedia Unlimited’s large-format, outdoor advertising specialist, Wideopen Platform, from 1 October.
The media rollout has been based on Ster-Kinekor’s 3D site openings, and phased accordingly over the next six months.
“The team identified that in targeting consumers, the ultimate objective is to ensure that Ster-Kinekor’s 3D communication speaks to them right up until they purchase their 3D movie ticket,” says Ryan Cohen, Wideopen’s Sales Director.
“The national campaign commenced on 1 October in synergy with Ster-Kinekor’s 3D rollout plan, and continues until March 2011. The overall objective is to ensure that Ster-Kinekor owns the 3D category in South Africa, whilst one of the short-term objectives is to drive feet to the new 3D theatres.”
Wideopen’s outdoor platform selected for the Ster-Kinekor campaign is its Car Bazaar site - located on the corners of Leopold Road and Field Street in Durban. The site is visible to all traffic on Soldiers Way moving into the CBD, and traffic on Leopold Road moving onto the M4 South.
“This highly visible site is located at a primary traffic exit from the city, leading to both the M4 and N3 highways,” says Cohen. “Multiple intersections on the adjacent road and traffic coming from the beach areas, the CBD and Wilson's Wharf make it a prime location to generate LSM 5-10 consumers’ interest.”
Fiaz Mohammed, CEO of Ster-Kinekor explains “The launch of 3D is a priority for Ster-Kinekor. A substantial focus for the next fiscal will be been allocated to support the launch of the 3D sites around the country. Our objective is to ensure that Ster-Kinekor’s 3D communication speaks to consumers from as far as the outdoors, right up until they purchase their 3D movie ticket.”