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PrimeActivation is conducting a national activation campaign for the DSTV product range following the success of the 2007 campaign. Boosting sales and increasing awareness of the DSTV packages, the promotion commenced in early March and is scheduled to run until late November.

Having effectively run an initial campaign for DSTV's Compact package at the end of 2007, PrimeActivation, PRIMEDIA@HOME's consumer interactive marketing division, is presently working with DSTV on the 2008 campaign. Targeting the LSM 4 -10 bracket via Corporate Canteen Promotions, 11 000 interactions have been held at 28 canteens to date, totalling between 600 and 700 hours of one-on-one interactions.

"Interactive campaigns are increasingly becoming a sought after means of breaking through the clutter and creating a holistic and memorable brand experience," says Mark Futcher, Manager of PrimeActivation. "We set the benchmark with the 2007 promotion - both in driving awareness of the DSTV Compact range and ensuring exceptional sales results." The focus of the 2008 campaign is promoting the full range of DSTV packages through one-on-one consumer interaction and contact.

"PrimeActivation is excited to be involved in entrenching the DSTV brand deeper within the corporate market," adds Futcher. "The 2008 campaign is more extensive, extending the footprint of Corporate Canteens visited on a national basis."

Corporate Canteen activations are a great way to ensure that DSTV owns its market segment. "Corporate companies, with high staff counts, welcome promoters who interact and engage with economically active staff members on the customised packages suited to their interests," he adds.

"Both DSTV and PrimeActivation have noticed phenomenal results thus far, and are excited to continue the successful results right through the campaign," Futcher concludes.