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Primedia @ Home launched Trellidor into previously unchartered territory by project managing an innovative multi-media campaign targeting the Black Diamond consumer of greater Soweto.

Trellidor's sliding security barriers and cottage window guards were introduced to this emerging market in a very 'hands-on' manner, where potential purchasers actually tested the efficiency of the protection offered. Melvin Chagonda, Managing Director of Primedia @ Home, says Project Safe was designed to test the medium of shopping centre activations in a particular market. "The rationale was to get a foot in the door of Soweto to gain market share and consumer loyalty in this lucrative market."

Primedia @ Home distributed informative leaflets to 120 000 middle-to-upper income homes in the first week of the promotion. Trellidor is seeking top-of-mind status with the consumers who are migrating to the suburbs. The direct and personal approach of mall activations was therefore chosen. "This afforded consumers unprecedented opportunities to touch, feel, experience and ask questions concerning Trellidor products," explains Chagonda.

Jabulani and Protea Gardens Malls were a hive of activity during June and July, and were supported by a month-long radio campaign. Primedia @ Home ensured centre courts in each mall were extensively branded with Trellidor and a plasma screen continuously showed the 'behind-the-scenes' making of the Trellidor TV advert. This simple add-on grabbed consumer attention!

Professional demo gates were arranged and Trellidor staff and six trained brand ambassadors from Primedia @ Home manned the stand to engage with consumers. The features and benefits of Trellidor were demonstrated to a market segment with a common mentality that window and door burglar bars are merely decorative and security features secondary! "The campaign objective was to educate the public and create awareness," Chagonda says.

Primedia @ Home is confident that Trellidor will soon be a household name in this demographic. "The fact that this specific product is set apart from its competitors also contributed to the highly successful market penetration," Chagonda concludes.

About Primedia @ Home

Founded in 1966, Primedia @ Home is the undisputed leader in the field of direct marketing and consumer promotions. Distributing advertising material to specific target markets and communities countrywide, Primedia @ Home's distribution solutions enable clients to reach pinpointed target markets minimising waste and reducing cost. Primedia @ Home provides accurate, tailored direct media solutions through an extensive national network. For more information visit www.primehome.co.za