In May 2015, Township wall media specialists, Keys Communications launched their first Unilever wall media campaign in Zimbabwe. Unilever products featuring on the wall media are Rajah, Royco and Sunlight with Harare, Bulawayo and Chegutu being the key focus areas of the national campaign.
Keys Communications are a South African based company which after over 5 years of leadership in the township wall advertising industry, expanded their successful business model to include the rest of Africa especially Zimbabwe. The company uses an (ABCD) Assets Based Community Development model which uses existing township resources of people, knowledge and structures, creating mutual benefits between the advertiser and target market to foster community affinity and loyalty to brands.
The township wall media sites used for the campaign have been strategically allocated to each product to what Keys Communications terms as to “disrupt” and “access” all touch points en route and In-situ or in position of Harare, Bulawayo and Chegutu. For example, one of the wall media that features Unilever’s Royco site is situated on the 1st road in the Sunningdale suburb in Harare. This particular site feeds into the CBD and serves as an entry and exit road to the suburb. The site attracts a heavy commuter and pedestrian traffic of local and visitors alike.
“We are excited about the Unilever campaign. It forms part of our ABCD model of Township Outdoor Media which we introduced to Zimbabwe early this year,” says Anisa Kale, Founder and owner of Keys Communications.
Kale concluded: “A fundamental figure in our Africa Operations, head quartered in Zimbabwe is Vimbai Muchenje, who brings a wealth of marketing knowledge from over ten years of work experience across a broad spectrum of industries, making her instrumental in being able to act in the best interests of different brands.”