According to Liquorice’s Maciek Dubla and Will Talbot, the commercial aim of the campaign was 'to create national talkability by combining the activity of the billboard with a partnership with two local bloggers, Zanele Mondi and Lerato Kgamanyane, and Bona and People magazine’s Twitter profiles'.

"Overall, we had a great response to the campaign, but specifically the idea," says Dubla. "People connected with what we wanted to achieve, and were willing to spread the message, giving these women even more of a stage to shine." #SurfShine garnered 2 698 395 Twitter impressions, social reach of 426 277, social engagement of 2.73% (KPI: 1%-3%) and 275 unique tweets, as well as online press coverage.

"We see the billboard as a digital medium, which in itself shows you how integrated digital and OOH have become, giving brands the opportunity to show a coherent story within one medium," adds Dubla.

That OOH is a prime means of driving online and mobile engagement is now old news, albeit increasingly well confirmed. According to a 2016 Nielsen OOH advertising study conducted in the United States, the following percentage of respondents said that OOH elicited the following actions on a smartphone:

  • Used online search such as Google or Bing to look up information about the advertiser 35%;
  • Accessed a coupon or discount code 22%;
  • Visited an advertiser’s website 22%;
  • Downloaded or used an app shown in the ad 15%;
  • Snapped a photo of the ad 14%;
  • Interacted with an ad to send a message upload a photo or vote six percent; and
  • Engaged in any other activities using your smartphone after seeing a billboard or other out of home advertisement eight percent.

Nielsen also found that OOH media delivers more online activity per advertising dollar spent compared to other offline media. Here in South Africa, the 'Surf' campaign garnered the results it did for under R60 000.

For more information, visit www.primediaoutdoor.co.za. Alternatively, connect with them on Facebook or on Twitter.