Primedia Unlimited’s Salon Media business recently concluded an advertising campaign for SABC3 with the objectives of communicating to South African cricket fans whilst they get their hair cut.
“By using our national network of 35 barbers, we were able to clearly attract the attention of cricket lovers and let them know that the entire West Indies tour to South Africa would be broadcast on SABC3,” says Kylie Henry, Salon Media’s Internal Sales Manager.
SABC3, with the payoff line: ‘Find love for the Proteas’, started advertising on this unique advertising platform in December 2014. “It’s the perfect build up to the upcoming Cricket World Cup,” she says.
The majority of respondents stated that they paid attention to the content delivered via the digital advertising screens at barbers. “It’s a captive audience,” says Henry. “There is hardly any advertising clutter and customers are in a relaxed state of mind and more receptive to the branding.”