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Thousands of motorists countrywide couldn't miss the mass of yellow umbrellas sported by Primedia Activation's Santam branded promoters at selected intersections in Gauteng, Western Cape, Durban, Pietermarizburg and Bloemfontein recently.

The interactive consumer marketing division of Primedia @ Home created an unforgettable image of Santam in the mind of the consumer with trained brand ambassadors promoting the short-term insurance company. Dressed in Santam's blue and yellow corporate colours and sporting branded sandwich boards, the promoters engaged motorists individually, handing out promotional material. "Bloemfontein drivers had never seen anything like this before and had no option but to take note of this brilliantly executed campaign. Fifty trained promoters were deployed in the same area at the same time," says Melvin Chagonda, Chief Executive Officer of Primedia @ Home.

Santam's message, "Rest insured, whether you have personal, corporate, commercial, agricultural or even more specialised needs, our custom-made yellow umbrella will give you the peace of mind you could only expect from the leader in the short-term insurance industry," hit home in an exciting environment that reined in the consumer. "In some cars, every occupant wanted a pamphlet, on the other hand, some drivers shook their heads as they drove past - but everyone registered the Santam branding," Chagonda adds.

About Primedia @ Home
Founded in 1966, Primedia @ Home is the undisputed leader in the field of direct marketing and product activation promotions. Distributing both advertising material and samples to specific target markets and communities countrywide, Primedia @ Home's extensive data bases enable distribution solutions that reach pinpointed 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