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GCIS Photo Story – Public Mobilisation
PRIMEDIA@HOME was tasked by Government Communications and Information System (GCIS) to implement a Public Mobilisation campaign to generate brand awareness and distribute mass samples of the Government magazine, Photo Story.
Outline
- PRIMEDIA@HOME was tasked by Government Communications and Information System (GCIS) to implement a Public Mobilisation campaign to generate brand awareness and distribute mass samples of the Government magazine, Photo Story Outline
- Various predetermined township areas were targeted throughout South African provinces in June 2008
- The Public Mobilisation campaign was headed up by a specially trained activation team, consisting of three PRIMEDIA@HOME brand ambassadors
- The promotions were set up in strategic high-impact venues such as city centre taxi ranks, busy city streets, bus stops, for long distance busses coming from the Cape and KZN and outside municipal buildings. The taxi ranks were ideal locations for the activations as buses and taxis delivered new commuters every thirty minutes
- The timing of the campaign targeted commuters in their dwell time at the ranks, while waiting for transport for the long weekend
- Together with a state of the art mobile activation trailer, boasting a self-powered sound system, the team patrolled the surrounding avenues and connected with members of the public, commuters and pedestrians who may not previously have been exposed to the Photo Story magazine. They handed out Photo Story publications and explained the purpose of the communication and the Government's intention to inform the general public about its expenditure on current projects
Summary
- The effectiveness of the campaign was driven by the timing, location, execution and management of the promotion
- The campaign's success wan evident in the 15 000 magazines that were distributed, and the introduction of 16 000 people to Photo Story – meeting the objectives of the campaign and distributing the material to people from all walks of life
Campaign Pics
