ADVERTISING: Captivate Your Target Market with Captivision
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Maistry, who has been working at Primedia Instore for the past 11 years, first came up with the idea in June 2010, while thinking of ways to create an increase in brand awareness among consumers. “Primedia Instore has set eight values within the organisation, and one of the values is ‘Innovation’ – which helped me to develop the concept of Captivision, by putting myself in the customer’s shoes,” he explains.
The Final Result of Captivision
The final result was the creation of a revolutionised banner ad, which sets itself apart from any other advertising media in South Africa, as it is developed in a vacuum form, whereby the branded material comes standard with an open and illuminated section that highlights, and draws attention to, the most unique aspect of the advert.
In order to remain at the competitive edge of the market, Maistry points out that he decided to attract more attention to the advertised product, by integrating a brand illuminator and a banner ad - two forms of advertising media that have increased in popularity in the local market over the years. “The concept began when I built a box with two banner ads, before die-cutting the new product out. I photocopied that die-cut section onto a standard sheet of paper and, after putting it next to the brand illuminator, I noticed that light travelled through it.”
The Development of Captivision
Maistry explains that this simple yet innovative concept was given the go ahead by Primedia Instore’s head office, following a series of presentations. “Captivision was commissioned for production in February 2011, and marketing experts at Primedia Instore have spent the last six months perfecting the product through dedicated research and development.”
Maistry adds that a number of leading retailers; including, Pick ‘n Pay, Spar, Clicks, Dischem and Boxer officially adopted the Captivision range of advertising media on August 8, 2011 - following the official launch of the product nationwide.
The Captivision range of advertising media is available in three different sizes, which include:
Small: 457 mm x 147 mm, Medium: 455 mm x 180 mm, Large: 600 mm x 200 mm.
Looking to the future, Maistry is confident that the Captivision range will obtain a national turnover of R10-million in the future. “Illuminated media has always been a popular form of advertising in South Africa, and I believe that Captivision will appeal to the retail market in general, as it highlights the most important aspects of the product to the shopper quickly and effectively,” he concludes.
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