High impact outdoor and out-of-home media company,
Wideopen Platform, part of the Primedia Unlimited stable, provided
prominent wrap branding of insurance company, Hollard’s
head office during the five months the building was being erected.
The construction site, situated adjacent to the high traffic M1
South highway in Johannesburg hence establishing the perfect site
for sustained brand exposure, consisted of a four-sided scaffold
wrap spanning the majority of the width of the building activities.
The collective size of the printed mesh signs made up 1 400m².
The effect – a large portion of Joburg residents are aware
of the new Hollard head office, and where it is situated.
Wideopen Platform specialises in the successful execution of construction
site advertising, known as Digital Mesh Media (DMM), with a focus
on leveraging existing urban spaces to deliver groundbreaking
results. ‘The campaign proved to be a fantastic opportunity
for Hollard,’ says Caryn Cohen, Wideopen Platform CEO.
|
|
‘Not only did the brand achieve sustained,
upper LSM exposure; it also effectively marked out its new corporate
home. An added advantage was that as the owner of the media
site, the entire exercise was extremely cost effective for the
client.’
‘Apart from the aesthetic benefits added to construction
sites and the massive size they offer, DMM is also pushing the
South African construction industry towards international standards
when it comes to safety,’ says Cohen. ‘In many countries
construction site wraps are required for safety reasons, so
DMM is a dynamic offering.’
www.primedia.co.za
|
