Safyr Bleu campaign gets golfer’s eyes
Marketing 117
Primedia Unlimited’s golf cart GPS advertising specialist, Golf Unlimited, recently secured its first FMCG client, Safyr Bleu, for a three-month advertising campaign. Golf Unlimited’s GPS advertising screens bring brands closer to affluent, high-end decision-makers in the most prestigious golfing destinations the country has to offer.
Geared to target sports people affected by dust and the sun, Safyr Bleu’s Golf Unlimited campaign runs on GPS units fitted in over 1100 golf carts in 30 of South Africa’s four and five star golf courses, including the sought after Blair Atholl, CCJ, Zimbali and Arabella.
“With golfers exposed to dust, wind and the sun for long periods of time, the GPS screens provide an ideal platform to educate and inform them of the benefits of using Safyr Bleu eye drops for itchy, irritated eyes,” says Golf Unlimited’s MD, Pieter Groenewald.
Groenewald explains that the GPS units are installed at eye-level on the golf carts and display information such as the distance to the green and any obstacles golfers may have in their path. Underneath the pertinent information, Golf Unlimited offers exclusive and uninterrupted exposure, equating to 14 minutes of shrink back branding per hole, from the tee to the green.
“We had to be subtle, yet focused, in our marketing message. The GPS screens have given us this opportunity,” adds Kholiswa Lekalake, Brand Manager of Safyr Bleu.
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