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Dial Direct superhero entrenched on huge Primedia outdoor hoardings

Dial Direct, one of South Africa's leading direct household and motor insurance providers, selected wholly South African owned outdoor media specialist, Primedia Outdoor, to assist in raising increased brand awareness of their short term insurance product and service offerings amongst road users.

Clever selection of the 'larger-than-life' medium offered by outdoor billboards, proved particularly well suited to the creative execution, which employs a Dial Direct Superhero character to position the company as the short term insurance consumer's ultimate hero - fighting for better service, more convenience and better prices.

Primedia Outdoor's national footprint ensured accurate delivery of this highly targeted message, through sixteen strategically placed billboards in Johannesburg, Pretoria, Cape Town and Durban. With outdoor acting as the lead medium, supported by print, television and web advertising, Dial Direct was able to hone in on their target market, whilst a strong call-to-action element embodied in the creative execution proved to be of high impact.

"We wanted consumers to make a connection between the activities traditionally associated with superhero's, namely protection and fighting for the greater good, and Dial Direct's activities, to ultimately see both in the same light. Outdoor as a medium offered us the perfect vehicle to deliver this 'larger-than-life' message. The strategic positioning of the billboards, coupled with the natural synergy between the medium and the message ensured excellent reach, high impact, and a very effective campaign overall," said Fabian Angiers, General Manager of Dial Direct.

Article Source: Biz-Community and Owlhurst Communications Editorial contact: Owlhurst Communications - Beatrix Demmer - Tel: (011) 234 6520

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