A speech-bubble mounted above an armchair-ensconced model drives home the proposition ‘Hate traffic? Shop online today'. Kerbside promoters and distributors get the retail detail across via leaflets that outline just how easy it is for consumers, IT professionals and businesses to buy from PCMall.co.za across one of the most comprehensive ranges in the sector.
The street-corner promotion began on last week Tuesday, 6 November 2007, at the William Nicol and Republic Road intersection and continues throughout November at various well-trafficked spots in Sandton, from the approach to The Campus in Bryanston to the Sandton CBD.
Caroline Carstens, marketing manager of TitanFive Holdings, PCMall.co.za's parent company, noted: “Anywhere, anytime shopping and browsing for IT items has never been easier.
“The PC way to buy IT has particular appeal for busy, time-pressed consumers who put in a high-pressure day at the office – and we reach precisely this audience by communicating in the rush-hour with Sandton commuters.”
“The targeting is perfect and the message finds great resonance with those in the driving-seat.”
The roadside couch promotion is supported by print ads that echo the PCMall.co.za message, branding and armchair imagery.
The campaign is the creative work of Sandton-based advertising agency Nutt Creative Consultants.
MD Megan Bester commented: “The couch promotion is a fun and memorable way of inviting consumers to picture themselves buying IT products online, absolutely anywhere, anytime; even at the side of the road… Creative executions for a pacesetter and innovator like PCMall.co.za have to capture a similar level of energy and dynamism. Obviously, you must also be ready to break the mould and raise eyebrows. Early response indicates that by taking the PCMall.co.za proposition to the streets we've put a tick in all those boxes and really clicked with customers.”
