Featured Activations
Sony expo is fast becoming one of the biggest technology expos with focus on big ideas and innovation. So, in keeping with this focus, Volcano teamed up with the Isilumko Media national team to use Isilumko Media’s innovative product, the Boulevard Blitz© read more...		I&J is undoubtedly the sea Food specialist and in keeping with this positioning they are in the process of introducing a full range of fresh fish and seafood products as well as extending their current frozen seafood product range. The first of this range was I&J’s Catch of the Day – a product with a very specific target market. read more...

Reflecting Innovation – Sony Expo ‘07

Sony expo is fast becoming one of the biggest technology expos and the focus is on big ideas and innovation. So, in keeping with this focus, Volcano teamed up with the Isilumko Media national team to use Isilumko Media’s innovative product, the Boulevard Blitz © – designed to target the working professional market commuting through busy and strategic appointed intersections with increased impact.

The Boulevard Blitz © uses the elements basic intersection leaflet distributions and large sign boards to create a simple impacting message at busy consumer convergence points with additional leaflets providing detailed information once the consumer’s attention is obtained. The success of the product is clear - the expo drew even greater crowds this year while management for Sony SA said this year’s “Expo has proved to be a resounding success”

Catching customers at POS

I&J is undoubtedly the sea Food specialist and in keeping with this positioning they are in the process of introducing a full range of fresh fish and seafood products as well as extending their current frozen seafood product range. The first of this range was I&J’s Catch of the Day – a product with a very specific target market.

In order to market this range and working within a tight budget, I&J and Isilumko Media powered by Studentwise devised a in store activation to increase awareness and promote trial (bearing in mind that roughly 70% of purchase decisions are made at point of purchase). I&J launched their Catch of the Day range of fresh fish in August ’07 and the activation was implemented involving Studentwise promotional staff, trained thoroughly on the product, to educate customers about the range, incentivise purchase with complimentary items and create awareness for the new range.  

During the period the awareness for the product increased dramatically where, by the end of the initial phase, promoters found on average 80% of customers were aware of the product and there had been a substantial trial rate across all stores. I&J also received important information regarding stores customer base and feedback from customers about the product enabling them to improve their CRM efforts.