When Bayport Private Care launched its loan facility in the Pretoria area of Gauteng, the company wanted a targeted advertising campaign to announce its availability and grow its client base. Primedia Unlimited’s XP Digital™ business provided the ideal platform.
XP Digital™ has the sole advertising rights to 42” HD screens located at dispensaries in Clicks and Dis-Chem pharmacies nationwide, catering to a diverse captured audience.
“Bayport’s offering is targeted at consumers who don’t have a medical aid, but who have a need for access to private healthcare facilities,” says XP Digital™’s MD JD Henderson. “The loan facility caters for elective procedures that need to take place in a hospital.”
To communicate with potential clients, advertising on the company’s HD digital screens dominated Clicks and Dis-Chem branches for a period of two months in and around the Pretoria area. The campaign carried an SMS number which consumers could text to gain approval for finance or a loan for a specified procedure.
“Our screens are strategically located at the dispensary points of these stores, maximising the opportunity to see the ads. By engaging with consumers whilst they’re in the dispensing queue makes perfect sense as there is no other media to distract their attention. It’s also at this time that shoppers have healthcare issues on their minds, therefore the likelihood of the ad being noticed and taken cognisance of is even higher.”
For more information about XP Digital™, visit www.xpdigital.co.za