Following an exciting Valentine’s Day campaign in South Africa, Primedia Outdoor invited people of Zambia to wish all the amazing and heroic women a happy Women’s Day on Twitter. Using the hashtag #PrimediaWonderWoman, their messages were automatically displayed on Primedia Outdoor’s roadside digital network in Lusaka, after a quick and effective screening process.
Celebrated annually on March 8 not only in Zambia but worldwide, International Women’s Day commemorates social, economic, cultural, and political achievements of women, as well as a call to action for accelerating gender parity around the world since the first gathering in 1911. Like any other year, the city of Lusaka held a grand parade with hundreds of people marching to showgrounds and celebrating womanhood,
“This is one of the most celebrated days in Zambia and it was important for us to create an engaging and interactive platform to amplify messages of admiration in honour of all the incredible women”, says Tamara van Eeckhoven, COO of Primedia Outdoor (Rest of Africa). She added, “This collaborative campaign speaks to Primedia Outdoor’s robust capabilities for connecting brands and consumers at the right place, at the right time. The parade also exposed the people to our roadside billboards significantly, as they walked past them en route to the showgrounds.”
Marrying digital out-of-home and social media has proven to open up a world of opportunities for an interactive multi-channel campaign, by linking live Twitter feeds to be displayed on digital billboards. The campaign took place on the 08th of March 2019 across 5 breathe-taking roadside LEDs in the heart of Zambia, Lusaka. Throughout the day, the #PrimediaWonderWoman received over 80 tweets, earning a total of 334 impressions.
With a strong LED holding covering 8 countries across the rest of Africa, Primedia Outdoor has a total of 19 premium LED screens strategically placed at busy arterials and high density areas with high commercial activity. This massive holding positions Primedia Outdoor as a leading media partner for executing high impact digital out-of-home campaigns to encourage audience engagement and call-to-action, cost effectively.