The Sunday Mail
Ms Kale
Livingstone Marufu
A SOUTH African based company, which currently has a tie-up with Unilever, has launched an innovative wall media campaign as it expands its operations in Africa.
Key Communications has been conducting the wall media campaign for Unilever products in the streets of Harare, Bulawayo and Chegutu since May this year.
Unilever products that are being featured include Rajah, Royco and Sunlight.
Last week, the company said it usually deploys the Assets Based Community Development (ABCD) model, which uses existing township resources of people, knowledge and structures in creating mutual benefits between the advertiser and target market to foster community affinity and loyalty to brands. The township wall media sites used for the campaign have been strategically allocated to each product to “disrupt” and “access” all touch points.
For example, the wall media that features Unilever’s Royco site in Sunningdale, Harare, feeds into the CBD and serves as an entry and exit road to the suburb.
It is believed that the site attracts heavy commuter and pedestrian traffic.
Keys Communications founder and owner, Ms Anisa Kale said the company launched its operations in Zimbabwe early this year.
“We are excited about the Unilever campaign. It forms part of our ABCD model of Township Outdoor Media.”
The black-owned South African firm was formed in 2009 and has been operating in the southern African country for the past six years.
