Johannesburg, 20 July 2015

 

Lindt HELLO launch at Gautrain stations trends on Twitter

Lindt HELLO hosted a highly successful activation at the Hatfield, Rosebank and Sandton Gautrain stations which was facilitated by Continental SPG Outdoor Media. Gautrain stations have become increasingly popular locations for innovative and inspiring out of home (OOH) campaigns and activations, offering advertisers cutting-edge opportunities with international appeal. This activation was the platform from which this new Lindt chocolate product was launched. Lindt HELLO is aimed at a younger audience. The product is trendy, vibey, fun and social. Gautrain stations are the ideal location with approximately 50% of Gautrain commuters being below the age of 34. (Source: Brand Catalyst Research). The Lindt HELLO activation featured a barber shop quartet, which gave young commuters the opportunity to experience not only saying ‘hello’, but being sung ‘hello’ to by the talented quartet. The campaign strategy was to create mass hype on social media, and create a positive brand association through a pleasant experience. The singers further heightened the experience by handing out sample Lindt HELLO bars. “The campaign has been really successful. We trended second on Twitter after the Jo’burg launch,” says Nicole Shrosbree from Thirty Four specialist agency, “We felt that specific locations at the Gautrain stations and on the platforms created the perfect stage on which to engage with young commuters and to get them to sample our product. This is exactly the kind of place where our target consumer passes throughout the day.” Continental SPG Outdoor Media is appointed as exclusive OOH advertising agent for the Gautrain stations and there are a number of exciting OOH solutions available to marketers, ranging from zone ownership on a network of digital Pods in the stations, on the platforms, and on the escalators. They are also able to facilitate the rental of the environment for locations of film shoots and brand activations. If you would like to see more content from the Lindt HELLO campaign, visit the following sites:

 

https://www.facebook.com/LindtChocolateSA?fref=ts

http://www.lindt-hello.co.za/