Showmax
Client Objective
Showmax, a premium video-on-demand platform, aimed to increase its subscriber acquisition by launching a festive advertising campaign targeting train passengers in Nigeria.
The Big Idea
Making It Happen
Showmax collaborated with Endcorps to execute a creative experiential activation and strategic billboard advertising at the train stations in Lagos, Abuja, Abeokuta, and Ibadan. Passengers, would be primed with billboard messages at the station entrances, before heading to the Showmax ticket activation stand where they could easily subscribe to the Showmax 3-month festive mobile plan and enjoy free train rides at Showmax’s expense. Billboards at the waiting room and Showmax reps were available to provide further information and assistance on the platform to the passengers in the waiting rooms and on the trains.
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. With Over 38,000 new users acquired from ticket activations alone as the campaign scaled geographically and an estimated 10,000 daily impressions via the billboard and branding executions over a 3-month period.
