Old Mutual faced a unique challenge in delivering
the key message of its Asset Management Division to the Johannesburg
public. To communicate the message of wealth creation and growth,
Wideopen Platform, a Primedia Unlimited subsidiary, presented
Old Mutual with an inimitable media opportunity – branding
that developed in height as the largest building ever to be erected
on the Sandton skyline was being constructed. The unique 3 500m²
outdoor media, was located on the construction scaffolding of
Sandton’s Michaelangelo Towers, the most sought after piece
of real estate in Gauteng.
Critically, the outdoor site tied in beautifully to Old Mutual’s
growth theme, allowing for the delivery of a brand message that
could not be ignored. The sheer size of the site, the relationship
between the physical site and the creative work, and the reach
offered into the heart of Gauteng’s economic district, established
this campaign as one of the most notable in South Africa’s
outdoor advertising history.
‘The creative work was printed onto mesh media. The difference
on this site was that it was put up on two elevations of the building
as it was being built. It was a growing sign, translating into
Wideopen Platform maximising the time that the advertiser had
on the site by taking the full creative concept and splitting
it up into three banners. As the building grew, so did the sign,
eventually reaching the top and displaying the full creative for
the final months,’ says Caryn Cohen, Wideopen Platform CEO. |
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www.primedia.co.za
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