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Supersonic targets specific neighbourhoods with bus shelter campaign

MTN Supersonic

Supersonic – brightened by MTN, a leader in the Fibre To The Home (FTTH) market identified Street Network as a strategic partner in driving awareness in Johannesburg of its new fibre offering, with the two parties collaborating on the Supersonic “Welcome to fibre made easy” launch campaign executed across a number of bus shelters in the city.

Supersonic’s objective was to communicate its product within key and densely populated neighbourhoods earmarked for rolling out fibre services in the north of Johannesburg. In selecting bus shelters, the brand ensured it was speaking directly to commuters as they made their way to and from work, or on their daily errands, over the last four months of 2018.

“Bus shelters have the ability to reach highly targeted audiences, and our solution amplified and extended the reach of the campaign, with high levels of recall, particularly for residents considering the switch to fibre,” says Jonathan Everest, Head of Sales at Street Network. “Specifically, Supersonic identified the north of Johannesburg as the target area, where the fibre-to-home industry is in its infancy and a huge opportunity for service providers exists.”

As prices of fibre and data come down, the demand and competition for consumer spend is ever increasing, and the Supersonic offering aims to provide an easy-to-use and stable fibre solution for customers.

The South African data landscape continues undergoing significant change driven by consumer demand.  The Department of Telecommunications & Postal Services presented its ‘SA Connect’ progress report to Parliament earlier in 2018, and in it highlighted how much progress had been made in fibre and cellular coverage roll-out across the country.

Based on data provided by the FTTX Council, the report found that the number of houses passed by fibre had grown from 439,000 in 2017 to 933,000 by March 2018 – equivalent to 112% year-on-year growth. Additionally, the number of houses connected to fibre grew from 89,000 in 2016/17 to 280,000 in 2017/18.

The Digital in 2018 – Southern Africa report from Hootsuite highlights that internet users in South Africa grew by 7 percent during 2018, making up 54 percent of the population or 30,8 million individuals. Additionally, the report shows that South African internet users spend an average of 3 hours daily online streaming and viewing video on demand (VOD) services. These users, predominantly found in upper income suburban neighbourhoods require fast, stable and cost effective internet connections. 

With this in mind, the timing of the Supersonic “Welcome to fibre made easy” campaign could not have come at a more opportune time, with the partnership with Street Network amplifying and extending the reach of the campaign, through a targeted and focused approach – some of the key elements in an effective out of home solution.

To find out how Street Network can help your brand deliver effective out-of-home campaigns nationally, contact info@on.co.za

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