It is one of Johannesburg's largest building wraparounds at 1200m² and forms part of a far wider 360° marketing campaign masterminded by GSK in conjunction with partner agencies Nota Bene and Grey Worldwide South Africa. The campaign is aimed at LSM 4 - 10 consumers on the go.
Wideopen Platform's sales director Ryan Cohen said this application would create brand dominance and stature. "This is the first time that Wideopen Platform has combined a 3D installation and added an innovative element ie the steam effect. It is the first time that the brand has utilised the large format outdoor and it is great to see creatives embracing the potential of large format outdoor media."
In addition to driving home the message that the product is the hard-working cold and flu fighter via the building wrap around, the marketing team has also 'gone big' on high profile billboards - or Super Signs - in Cape Town, Johannesburg and Durban. These see the bran icon flexing his muscles at commuters and motorists. This message is supported by ads flighted on Citilites and 48 sheets throughout metropolitan areas, targeting high traffic volumes. As part of its new positioning, the brand has also updated its packaging.
In addition, a social responsibility programme will run in tandem with this marketing strategy. The brand will link up with non-profit organisation, MaAfrika Tikkun, to knit and distribute 10 000 scarves and other winter woollies to the poor and it is also encouraging the public to donate to the cause.
If you want to see how the wrap was put up, go here www.tynago.co.za/videos/medlemon.wmv.
