For the third consecutive year, Primedia Outdoor celebrated Valentine’s day in the most extraordinary way with their renowned #PrimediaBigLove campaign. The campaign invites the public to send their loved ones a personalised message via social media platforms like Twitter and Facebook and then have their message display across Primedia Outdoors’ selected digital screens in the roadside and mall environment, instantaneously. 

The socially driven #PrimediaBigLove Digital Out-of-Home (DOOH) campaign delivers a unique way for people to share sentiment with loved ones and, those who participated were rewarded with a proof of flighting image which was shared via social media, that featured their personalised message of love across several of Primedia Outdoors’ DOOH screens. This fully-automated digital campaign is a true testament of the synergistic effect between Digital Out-of-Home and Social Media, and serves to prove the immediacy and interactive capability of DOOH.

In addition, Primedia Outdoor utilised their latest technical innovation Prime(i) Road which triggered a personalised message to people driving specific vehicle brands, wishing them a happy Valentine’s Day from the Primedia Outdoor team. Prime(i) Road uses anonymous vehicle recognition technology to target consumers of specific vehicles. All vehicle details are matched with an anonymised vehicle specification database and ads are triggered and served automatically, based on specific vehicle make and model when stationary. The pioneering technology is unique to Primedia Outdoors’ Urban LED screens and currently rolled-out onto six digital billboards located on main arterials and at key intersections across Johannesburg and Pretoria.

“Digital Out-of-Home is a strategic platform to connect with audiences on a more personalised level and to generate direct consumer responses”, said Jorja Wilkins, Marketing and Marketing Services Executive at Primedia Outdoor. “Our #PrimediaBigLove campaign is well-known for being fun, interactive and creates a memorable experience to consumers. Primedia Outdoor is dedicated in delivering notable engaging campaigns by leveraging Digital assets with new technology to create seamless multi-channel Digital Out-of-Home advertising solutions”, she added.