| Location is everything and
Wideopen Platform, a media owner in the Primedia Unlimited stable
renown for their distinctive creativity, used a unique setting
to maximise Nokia' s sponsorship of the pan-African fashion
event 'Nokia Face of Africa' held in Newtown.
Wideopen suspended a Nokia communication printed on 644m²
of digital mesh on a building façade clearly visible
from many inner city routes and sectors including the popular
Nelson Mandela Bridge. Mediacompete was the media agency involved.
Situated above Smit Street, Johannesburg, the high impact site
gave Nokia brand domination over fashionable and culturally
active Newtown. The results were so effective; Nokia extended
the contract with Wideopen Platform to 12 months.
"Nokia' s objective was to position the brand as stylish
and fashionable, doing so via Nokia' s sponsorship of Nokia
Face of Africa," says Cohen. |
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"The Nokia Face of Africa
creative work was linked to the brand's fashion campaign and
three 'fashion range' phones which have become fashion accessories.
On the whole, the site performed an important function for the
brand, connecting Nokia' s broad positioning around African
fashion with its individual products, and consolidating its
position in African culture."
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