Wideopen Platform, a Primedia Unlimited subsidiary,
has provided leading motor vehicle manufacturer, Ford, the opportunity
to take brand ownership of large sections of the arrivals and
departures halls at Africa’s busiest airport, Johannesburg
International. The campaign consists of a range of small advertising
portions placed together to create blanket cover over a substantial
area of the corridors, exposing the brand to all passengers moving
to and from aircraft as a result.
‘Airports are usually inundated with advertising,’
says Caryn Cohen, Wideopen Platform CEO. ‘By delivering
advertising that breaks the mould, Wideopen Platform ensured that
the Ford brand maintains prominence at Johannesburg International.’
Media used included transparent window marking film, front - and
back - lit PVC, and self-adhesive vinyl, applied to boards and
placed into snapper frames and crystal clear window marking film.
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‘The creative work was developed by J
Walter Thompson, and the media agency involved was Media Compete,’
says Cohen. ‘The brief from Ford was to reinforce the
brand’s position as one that is on the up and up. The
size, location and innovation that underpin the campaign have
achieved just that.’
www.primedia.co.za
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