| Primedia Unlimited’s
Wideopen Platform has given high profile international brand,
Johnnie Walker, unusual and highly effective brand exposure
in Newtown. Tasked with increasing product consumption amongst
the emerging upper LSM black market, Wideopen Platform used
Digital Mesh Media (DMM) to ‘brand wrap’ two strategic
sites on either side of Newtown’s landmark Nelson Mandela
Bridge, Johannesburg.
The DMM medium (wrapping of construction sites for advertising
purposes) is designed to work with the urban environment and
is strongly focused on creativity, beauty and one-of-a-kind
executions.
DMM is a unique advertising concept in South Africa - one that
offers brands the ability to become truly engaged with the ongoing
evolution of urban environments. For example, the distinct Johnnie
Walker branding wraps became part of Newtown’s urban landscape
for six months, effectively reinforcing print, television, and
cinema campaigns and building the brand into the aesthetic identity
of one of South Africa’s cultural hot spots.
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“The Nelson Mandela Bridge
and the Johnnie Walker brand are both iconic. Wideopen established
and leveraged the strategic fit between Johnnie Walker, a sophisticated,
internationally renowned brand, and the bridge, which is one
of the most prestigious inner city landmarks,” says Tomer
Cohen, Wideopen Platform Director. “The synergy between
the two allowed for a really creative way to reach the vibrant
and very active upper segment of the black market.”
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