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Primedia Activation, in conjunction with ComutaNet, is conducting a national activation campaign for DSTV Compact. With the aim of boosting sales and increasing awareness of the more affordable DSTV Compact package to the emerged market, the promotion began at the end of April 2007 and will run until late in the year.

Primedia Activation, Primedia @ Home's interactive consumer marketing division, and ComutaNet, commuter media specialists, are running the campaign, targeting the LSM 4-7 bracket and utilising a variety of media opportunities.

"Interactive campaigns are increasingly becoming a sought after means of breaking through the clutter and creating a holistic and memorable brand experience," says Karen Willson, General Manager, Primedia Activation. "We are looking at pushing the benchmark with this promotion - both in driving awareness of the DSTV Compact range and ensuring exceptional sales results."

"Primedia Activation is thrilled to be working with ComutaNet on this large scale promotion, allowing us to extend our reach for this campaign" adds Willson. DSTV's message is being spread through the use of ComutaNet platforms including Star Radio, Star Music, Commuter FM, Taxi Talk, Interactive Promotions at taxi ranks and interior branding in 1 000 taxis and 100 buses.

Apart from ComutaNet mediums, DTSV Compact is also being launched to the corporate sector. Brand education within the corporate sector is a valuable convergence point for campaigns of this nature. Willson reports that "Corporate Canteens are a great way to ensure DSTV Compact owns its market segment, entrenching the brand in the primary target market."

Throughout South Africa 54 corporate companies with high staff counts are being exposed to the benefits of DSTV Compact. Per canteen thus far, promoters have interacted with and educated over 100 staff members on the benefits of taking up the DSTV Compact offering. Primedia Activation's measurable results for DSTV have proved desirable and positive feedback from consumers concludes, "The package is value for money offering a great selection of channels."

"The combination of mediums makes this a powerful campaign that will ensure brand penetration for DSTV Compact," concludes Willson.