Respublica Student Living, South Africa’s leading student accommodation provider, has appointed out of home specialists Relativ Media to connect brands with the 7,500 students living in its purpose-built residences across Gauteng.
Relativ Media’s solution will bring relevant, non-invasive brand advertising to all Respublica students, ensuring the hottest products are top of mind to this captive audience. Relativ Media finds ways to communicate advertiser messages with their target markets, building brand awareness, starting conversations, and ultimately, matching consumers with the products they need.
“Respublica students are the perfect market who, as emerging consumers, are open to being exposed to new brands,” says Craig McMurray, CEO of Respublica. “Relativ Media will identify the best ways to communicate with our students, giving relevant brands the opportunity to engage with them as they are establishing their purchasing patterns and behaviour outside of their parental homes for the first time.”
Brands are given the opportunity to communicate with students through various targeted channels, from light-boxes and digital screens, to more subtle media located throughout the residences. Content is specially curated by Relativ Media and communicated through these channels to ensure that these brands support Respublica’s ethos of helping students achieve a lifestyle balance between academic excellence and co-curricular activities like sport and cultural events, as well as including the ‘lighter’ side of life with fashion and entertainment content.
Relativ Media will offer various packages to suit advertisers’ needs, from big-budget pure advertising solutions to sponsorship opportunities like activations or sports days.
“Our purpose-built homes away from home provide the perfect environment for students to balance their studies and social life – and this partnership will contribute towards their development as informed and in-touch consumers too,” says McMurray.