Kaspersky targets parents through XP Digital retail screens
Many children and young adults are spending more and more time online, but parents are not always aware of how to protect their offspring from cyber bullying or how to restrict them from sites they shouldn’t see.
Primedia Unlimited’s XP Digital™ subsidiary, which has the sole advertising rights to 42″ and 65″ high definition screens in Clicks and Dis-Chem stores, offers the perfect communication platform. XP Digital™’s screens are located at the retailer’s dispensary points, an optimal focus area to share information with customers while they’re waiting to have their scripts filled.
Advertiser and anti-virus software supplier, Kaspersky, wanted to communicate the availability of its protection software for cell phones to parents, and chose to partner with XP Digital™ for another three month period.
“Our strategically placed screens, combined with high dwell areas and a captivated audience, make an ideal environment to communicate Kaspersky’s ‘Protect Your Child’ campaign and the benefits of having proper protection software in place at home,” says XP Digital™’s MD, JD Henderson.
The product also offers parents peace of mind by restricting data and social media usage; it protects a child’s identity; puts foul language barriers in place and has the ability to place time restrictions on certain online activities.
“The displayed ad succinctly communicates the product’s benefits and directs consumers to their nearest Incredible Connection to purchase the product. Many of our represented Dis-Chem and Clicks stores are already situated in the mall space, making the path to purchase a fairly convenient one,” says Henderson.
“So far, we’ve had a very positive response from the campaign, both from our client and from consumers,” says Henderson. “Kaspersky has confirmed that they are advertising in the right market to the right audience and are very happy with the current progression of the campaign. In fact, plans are already underway for a follow up campaign.”
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