POS Media Ukraine simply clever for Skoda
Praga Auto, the official Skoda dealer in the Ukraine, came to POS Media Ukraine to launch an innovative campaign in December 2011 using Shopping Trolley Shelter advertisements. The promotion at the Novus supermarket in Okryzhnaya, Kiev, will run until April 2012.
The choice of carrier was strategically designed to target car users, as Shopping Trolley Shelters are traditionally located in the centre of supermarket parking lots, so only drivers and their passengers will see them. They provide close on 100% contact with the target audience.
According to a study conducted by research specialist ROMIR, parking lot advertising is perceived as a highly effective communication medium as customers are exposed to the message for a longer period of time than with many other carriers. This is due to the low speed of driving necessary in parking lots and the amount of time spent removing trolleys from the shelters, all of which extends contact time.
The campaign, which invites customers to take a test drive, also integrates shopping trolleys adverts, expanding the target audience to cover all visitors to the shopping centre. This means the message not only targets existing Skoda owners and car drivers generally, but also potential car buyers.
“The promotional project for Skoda placed an emphasis on service through to sale and is a perfect example of a new era of in-store marketing communications,” states Maxim Sazhyn, Country Manager of POS Media Ukraine.
“Advertising ceases to be information noise and becomes advisor and assistant to consumers, helping them make informed decisions. This can only help increase the effectiveness of the campaign.”
Head of Marketing at Praga Auto, Maria Dubovaya, adds: “We chose Novus – Okryzhnaya for its convenient location and, of course, because of the quality and image of the Novus network. We have also launched the campaign on our wall at Facebook and have coined a phrase about how a Skoda differs from shopping trolleys! Of course, we do not expect instant returns from deployment, so we plan to run the campaign for four months. It does not exclude the possibility of continuation and expansion of advertising campaigns in the supermarket in the future.”