Mamela Media has announced their collaboration with fellow township experts, Keys Communications. This partnership enhances their offering for brands to connect with consumers in an authentic way within the township space.
Kabelo and Anisa Kale, the founders and owners of Keys Communications, are pioneers of the Asset Based Community Development Business Model. They take existing assets like residential walls and spaza shops in townships and convert them into WiFi-enabled advertising canvases, which in turn benefits township communities. Local communities benefit financially from the advertising revenue and the introduction of free WiFi into their neighbourhoods. This offers advertisers a unique opportunity to increase brand presence at key convergence points, and drive positive brand salience by giving back to their consumers.
‘We continue to strive to bring townships into mainstream media thinking and strategies, and to do this, we have to step up, and we could not have found a better partner to help us go further than Mamela Media. This partnership further declares our unwavering commitment to quality and innovation. We further undertake to build brands and solid relationships between consumers and brands with our platforms, insights, and knowledge. With Mamela Media, we are now a complete outfit, fully kitted to add value to our clients for future growth,’ said Kabelo Kale, Managing Director of Keys Communications.
Leigh O’Mahoney, managing director of Mamela said, ‘This partnership builds on our multiple touchpoint offering, providing brands with an opportunity to add genuine value to the mass market environment. Stepping into a day in the life of our consumer audience has allowed us to identify multiple opportunities to not only engage with our audience to generate brand awareness and build brand salience but also to help communities in a meaningful way by supporting local, small businesses.’
This echoes Mamela’s philosophy of creating a sustainable ecosystem of shared value to drive growth in the mass market and foster lasting bonds with brands. ‘When brands deliver true value to their consumers, they incubate the household brand name,’ said O’Mahoney.
By implementing a cross-media strategy using a mix of media, Mamela keep brands connected and top of mind throughout their consumers’ daily journey. Mamela uses the best of traditional OOH and mobile digital media to drive consumers through the conversion funnel and offer brands the opportunity to be the final reminder to consumers at the point of purchase.
‘We have several campaigns that serve as case studies showing how the combination of traditional OOH and location-based mobile technology drives not only an uplift in footfall into stores but also a spike in sales over the campaign period,’ O’Mahoney said.
‘This partnership further declares our unwavering commitment to quality and innovation. We further undertake to build brands and solid relationships between consumers and brands with our platforms, insights and knowledge. With Mamela Media, we are now a complete outfit, fully kitted to add value to our clients for future growth,’ said Kale.