SOUTH AFRICA: As part of its committed CSI drive and longstanding devotion to society as a whole, ADreach recently launched a far-reaching street pole ad campaign on behalf of the NSPCA. This campaign saw ADreach produce and erect more than 230 street pole advertisements throughout Johannesburg.
Mark Castel, National Sales Manager of ADreach, says, “This is a great campaign; short and to the point, which is perfect for outdoor advertising. The message is simple and drives the public directly to the website, with clean, clear artwork and bold messaging that holds a really effective visual impact.”
NSPCA Media Office Manager, Chris Kuch states that this campaign received only rave reviews at the organisation’s recent AGM.
The artwork employed for this campaign was based on advertisements, previously developed by the Blast Agency and adapted for the particular purpose of street pole ads, in terms of size and other specifications.
In order to explain the choice of the animals used to represent the NSPCA, Kuch says, “The original brief was to avoid using either cats or dogs. Our objective was to emphasise the fact that our organisation is devoted to all animals and not simply to typical pets. This was achieved by making use of animals less likely to be associated with the NSPCA, such as an ostrich and dolphin. This is a definite case of a picture being better, and more memorable, than a thousand words.”
According to Kuch, this campaign continues to be hugely effective in its dual aim to change public perceptions of the organisation and increase ‘traffic’ to the website.
Says Kuch, “Since the start of this campaign, the number of visits to the website has increased dramatically and, during the course of the last month, a record amount of donations was made to the NSPCA via the website.”
According to Castel, the NSPCA posters were printed in mass and formed part of an ADreach ‘filler campaign’, which involves posters being intermittently rotated between available locations.
Castel points out that filler campaigns have proven especially effective, as greater exposure is achieved over a longer period of time, throughout a wider area.
“The campaign’s impact would have been lost had there not been such a vast number of posters, and for this reason, the decision was taken for ADreach to absorb the full printing costs and provide the rental of the poles at no charge,” says Castel.
Says Kuch, “As far as the NSPCA is concerned, I feel that there is the need for a very close relationship between marketing, publicity, public relations and funding. Not one of these elements can function in isolation, and this campaign has succeeded in seamlessly fusing them.”
In conclusion, Kuch states, “It was a pleasure working with ADreach, as they have, once again, demonstrated their quick, efficient and courteous service, as well as their open support of our charitable cause.”