The ABSA messaging aimed to target consumers within high footfall areas with long dwell times. According to Airport Ads, it reaped the benefits of an all-encompassing, top of mind awareness campaign in a captive environment that was not cluttered by other brands.
The campaign was implemented at King Shaka and Cape Town International airports. As a sponsor of the Mining Indaba, ABSA aimed to engage with consumers travelling to and from Cape Town for the event.
In terms of visibility, 5.4 million passengers move through King Shaka, approximately 20 million passes through OR Tambo and more than seven million go through Cape Town International annually.
Airport Ads says the audience is captive, experiencing high dwell times, which, in turn, delivers high recall for a brand, and even more so if the brand dominates in a particular zone.
In the airport environment, every media platform provided by Airport Ads has been selected or located using environment media mapping, aiming to maximise brand engagement and exposure.
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