The Primedia Face 2 Face Promobile - interactive, educational campaign showcasing RhinoCeil and Aerolite

July 2008

Primedia Face 2 Face, in conjunction with Limelight, recently conducted an interactive, educational campaign showcasing RhinoCeil and Aerolite. The main aim of the campaign was to educate new home owners on the benefits of having a fully insulated ceiling installed in their homes.

In order to effectively reach the targeted consumer, The Primedia Face 2 Face Promobile was utilized, targeting both primary schools and "hub points" in Soweto. Roadshows were conducted at selected schools and learners were given entry forms to take home to their parents, and were incentivized to bring the completed forms back to school. At the end of the campaign, the school with the highest percentage of entry forms in relation to number of pupils won R20 000 for upgrades to the school premises. In addition, a school pupil stood the chance of winning a R1200 clothing voucher and ceilings with insulation for their parent's home.

Consumers were targeted by means of interactive shows, whereby the USP's and benefits of Rhino Ceil and Aerolite were demonstrated. The energy saving element that Rhino Ceil and Aerolite offer was one of the focal points of the campaign. The main benefits of the product offerings not only improve the look of the home, but also save energy and block out sand, dust, wind and noise, thus keeping the home warm in the winter and cool in the summer. An sms consumer competition was communicated at each hub point whereby a lucky homeowner could win a new ceiling for their home with full insulation.

The campaign culminated with the winning consumer's home being used as a "showhouse" whereby members of the community were invited to a "carnival type" day, complete with a jumping castle to entertain the children, snakes and beverages for the parents, and the beautiful newly installed ceiling could be viewed.