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Santam targets LSM 14+ consumers on the green
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network2media Bureau   
Monday, 28 November 2011 09:00 (IST)
Golf UnlimitedJOHANNESBURG: Using its advertising budget for its first digital GPS campaign with Unlimited subsidiary Golf Unlimited, for the next three months, Santam Commercial Business Insurance takes its brand to over 112,000 LSM 14+ consumers frequenting 32 the country's four and five star golf courses across South Africa. Golf Unlimited has the exclusive advertising rights to GPS screens installed on 1124 golf carts countrywide, on elite courses where golf carts are mandatory.

Minimum wastage According to Golf Unlimited, players at these courses spend on average 4.5 hours per round, twice a week, with 42 percent of them earning R60,000 a month and over. The Golf Unlimited advertising platform offers advertisers sought-after, exclusive and uninterrupted exposure to the upper end consumer, from the tee to green. Advertisers are able to make an impression by delivering subtle but memorable brand messages whilst the LSM 14+ individuals enjoy their leisure time.

VizeumChris Norgarb, media strategist from partner media agency Vizeum Cape Town, commented, "We were briefed to campaign Santam's Commercial Business Insurance offering, targeting male business owners and managers of small to large business. With the traditional 'business environments' such as print and radio being quite cluttered, we turned Golf Unlimited's ambient opportunities within golf courses. We felt this was a perfect environment to communicate with consumers in a 'non-traditional' financial space, coupled with the fact that we know that a large percentage of our business consumers play golf, whether for business or pleasure."

Focussed messaging "Golf Unlimited's GPS ad screens enable brands to reach the very top end golf courses and therefore the top end business decision makers. The platform also allows us exclusive exposure on any respective hole, with the medium providing a great opportunity for creative to dramatise the key Santam Insurance message", he said.

James FerransJames Ferrans Golf Unlimited head of sales commented, "This period of the year we see an increased number of rounds of golf played at the likes of our 32 upmarket courses including Pecanwood, CCJ, Arabella and Fancourt, to name a few. The Golf Unlimited platform is the ideal way to reach the upper end male consumer, during a time when they are enjoying themselves and are exposed to no other means of advertising."

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