“Riding the Showmax Express to Success: A Festive Advertising Case Study”
Introduction
Showmax is a popular video-on-demand platform in Nigeria, offering a wide variety of TV shows, movies, and documentaries. In the lead-up to Christmas, Showmax launched a festive railway advertising campaign targeting passengers at train stations in Lagos, Abuja, and Ibadan. The campaign was part of a larger promotional push aimed at increasing subscriber acquisition for the Showmax platform.
Campaign details
To reach the target audience of train passengers, Showmax teamed up with Endcorps to execute a creative experiential activation as well as strategic billboard placements and branding opportunities at the train stations. At the train stations, passengers could easily subscribe to the Showmax 3-month mobile plan and in return instantly enjoy free train rides at Showmax’s expense. In addition, Showmax selected strategic placements at the entrances and waiting rooms of the train stations, such that passengers were primed with awareness of Showmax as they entered the station and had the opportunity to learn more about the platform in the waiting rooms and on the trains (where Showmax reps were available to provide further information and assistance). Thus creating a fully immersive end-to-end railway advertising experience.
Results
The Showmax Christmas Festive Railway Advertising Campaign was a huge success. The experiential activation and billboard placements generated a high level of brand awareness and interest in the Showmax platform. As a result, the campaign led to a significant increase in subscriber acquisition, with over 5000 new users signing up in the first three weekends of the campaign (from December 16th to January 2nd). In addition, the campaign received an estimated 10,000 daily impressions via the billboard and branding executions. The client was so satisfied with the buzz and impact of the campaign that they decided to expand the scope of the activations and campaigns to all the national railway lines by the fourth weekend.
Explore Railway Advertising
Ready to get started?
Conclusion
Showmax’s Christmas Festive Railway Advertising Campaign was a creative and effective way to reach a large audience and drive subscriber acquisition. The use of experiential activations and out-of-home advertising helped to generate buzz and excitement around the Showmax brand. Overall, the campaign was a success and served as a model for future promotional campaigns.
