Issued by: Sound Media


The Passport to Paris activation - created and executed by Sound Media - took place between June and August in the forecourts of South Africa's top shopping complexes: Gateway, Sandton City, Menlyn Park and Canal Walk. Purchasers of two or more RoC® products were given a RoC® passport containing critical product information and usage tips, as well as a journal section where they could track their progress over 12 weeks. The passport also contained entry details into the competition to win an all-expenses-paid trip for two to Paris.

“The overall goal of the campaign was to put the RoC® anti-wrinkle promise to the test, and allow consumers to track their progress during the 12-week challenge,” comments Sam Almeida, Partner at Sound Media. “Naturally, with a leading international brand, we had to ensure our activation elements were up to the standard expected so the aesthetic elements were a crucial part of the project.”

Sound Media conceptualised the activation display units and promoter attire, which followed a flight-attendant theme. The display stand - a 6m x 4m under-lit perspex floor unit which travelled countrywide to deliver the RoC® branding image to the country - received positive feedback from consumers and RoC® consultants alike, who commented on the international look-and-feel achieved by the set up.

The overall results of the campaign were impressive, with phenomenal growth figures reflected at each mall. Gateway topped the ranks with an impressive 215% increase in growth with Sandton City recording a 200% growth. Canal Walk and Menlyn recorded increases of 192% and 82% respectively.

Visit our PRESS OFFICE: Sound Media effectively engages with the clubbing, beach, shopping centre, school and outdoor platforms, ensuring successful infiltration into all consumer markets.- more....

[8 Sep 2008 18:00]

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