The campaign was set to run from 23 March to 20 April 2015.
Radio and digital was identified as key media drivers
for the campaign. Radio would form part of the daily routine, with digital providing constant support as the audience transferred between devices during the day.
The campaign would make use of both radio and online platforms to promote the apps functional and emotional benefits. We made use of content marketing on platforms such as social media using creatives like video to provide educational material and spurn user engagement. Radio, on the other hand, would generate awareness and excitement.
- Excite – We partnered with Primedia to develop bespoke content pieces that ran over a month. Radio presenters, Anele and Robvember, would speak on how they use the Santam app on a daily basis, showing how the app was relevant to their everyday lives.
- Educate -We drove native content on publishers, showing different app usage scenarios. Video helped people to understand the ease and benefit of the app. Social media drove app downloads and promoted sharing of the app. Rich media and google further drove downloads.