MONASH South Africa packs a punch on the big Screen
Monash South Africa is no stranger to the silver screen, utilising the medium to reach its target audience. Once again, it’s proving that when it comes to a media campaign, it’s always bigger on the big screen.
“Cinema is a high impact and premium medium and was considered as a suitable medium to portray the university’s message,” explains Andrea Leeuwner, Business Unit Head from Carat.
Monash South Africa found by partnering up with Cinemark, the advertising company that represents Ster-Kinekor and select independent cinemas, that cinema was an appropriate medium to talk to the youth market in the higher LSM’s as it caters to young South Africans looking for a recognised tertiary education.
“The campaign specifically also needed a regional focus, so cinema made it possible for us to target specific catchment areas that would be relevant to the university and carry the audiences we were wanting to speak to,” says Leeuwner.
The cinema campaign was used in synergy with other media that carried the same call to action, allowing the message to really be driven home. She adds: “We trust that it created awareness to the specific youth audiences we were targeting in certain Gauteng areas.”