Street Network and Vodacom partnered to drive awareness of the mobile service provider’s fibre offering in Cape Town.
The campaign follows a best-in-class application of Out-of-Home and bus shelter creative, using the Vodacom brand CI and a simple message in the form of a thought-provoking question: ‘Wouldn’t it be better to be home-streaming your favourite shows?’
Site selection for the campaign was focused on strategically-located bus shelters along busy commuter routes, with a total reach of over 900,000 consumers monthly, resulting in impacts of 9.1 million thanks to an average frequency of 10 (ROAD2015/2016/2017C).
Jonathan Everest, Head of Sales at Street Network said, ‘Bus shelters are positioned to catch the attention of consumers on their daily commute, within targeted areas identified by the brand. Bus shelter advertising is a high-frequency media platform that drives both consumer recall and engagement. Our bus shelter solution amplified and extended the reach of the campaign with high levels of recall, particularly for residents considering the switch to fibre.’
Vodacom has embarked on an awareness campaign that sees it rolling out a thought-provoking execution across a number of strategically-located bus shelters along popular routes in the Mother City, targeting commuting Capetonians as they make their way to and from work, shopping and leisure activities.
The South African data landscape is undergoing significant change. The Department of Telecommunications & Postal Services presented its ‘SA Connect’ progress report to Parliament earlier this year, and in it highlighted how much progress had been made in fibre and cellular coverage roll-out across the country.
Based on data provided by the FTTX Council, the report found that the number of houses passed by fibre had grown from 439,000 in 2017 to 933,000 by March 2018 – equivalent to 112% year-on-year growth. Additionally, the number of houses connected to fibre grew from 89,000 in 2016/17 to 280,000 in 2017/18.
According to Future Market Insights’ research publication titled ‘Fibre to the Home Market: Global Industry Analysis (2012-2016) and Opportunity Assessment (2017-2027)’, the global fibre to the home market is poised to grow at a compound annual growth rate of 14.4%.