Category Archives: Outdoor

FNB Springboks Rugby World Cup campaign

“Sport has the power to change the world. It has the power to inspire. It has the power to unite people in a way that little else does,” Nelson Mandela. Nothing could be truer for South Africa, and with this in mind FNB, proud partner of the Springboks, looked to ‘the make it mean something company’ Grid Worldwide, to bring to life their platform of help for the Springboks ahead of Japan 2019.

With an 11-year relationship, FNB turned to Grid to take their 17-year long investment in rugby, and their Springboks partnership, and make it truly compelling and engaging for all South Africans. To create something that speaks to the heart of what it means to be a South African. This was the perfect opportunity for Grid, as over the last two years Grid has refined it’s methodology as ‘the make it mean something company’ rooted in the belief that every human being has an intrinsic need for meaning, and will constantly search for this meaning in the world around them.

Grid, knowing the power of a beautifully told story, and its ability to convey deep meaning emotively, leveraged this to create a campaign for FNB and the Springboks that would not only demonstrate FNB’s purpose of enabling and empowering help, but also the unifying strength of rugby.

The result of this can be seen with the 2019 campaign ‘Words change the game’. A campaign that shows how with FNB, all South Africans can become helpers inspiring and encouraging the Springboks, ultimately offering the most powerful support we can to our team while they play in Japan – the power of words.

We reached out to 1995 Legends Francois Pienaar and Chester Williams, as well as 2007 Legends John Smit and Akona Ndungane to share with us the most meaningful words of inspiration that truly changed the game for them in their careers. They know firsthand the ability for words to uplift and affect our lives. And so they shared their stories, stories of how Mandela’s words to the team in the change room pre the iconic All Blacks match in 1995 inspired them to win. The Springboks of today and these Legends shared words captured in scrapbooked letters, shared from coaches, captains, family, friends and strangers alike that have boosted their belief in themselves and what they do for our country.

So we aim to capture and galvanize this magical power of words again for 2019. With the current Springboks team’s support, Grid and FNB have created a platform for 56 million South African voices to engage with the team and give their words of inspiration to the Boks via WhatsApp.

In collaboration with Spitfire Films and Director Ed Van Blerk, these captured words were pieced together into a TTL campaign across TVC, digital, content, radio, OOH, Gautrain and in branch inviting all South Africans to submit their #WordsofGreatness. FNB will then share these words directly with the Springboks in the lead up to and in Japan, as well as across media channels countrywide.

5 Best Billboard Practices to Increase Visibility

While it is a common sight to see billboards next to high traffic highways and stops, we tend to remember some billboards and hardly notice others. Because there are so many billboards on display in certain areas it is important to follow best practice to ensure that yours is the one that gets noticed over the others. Your billboard must make a bigger impact in order to be memorable, and there are some best practices that you can apply to ensure that this happens.

  1. Effective messaging: Remember that a billboard is only seen for a few seconds in high traffic areas, and this means that the message must be highly visual and impactful. There is only so much information a person can take in with one glance, and effective billboards keep content short and to the point. Catchy but short slogans can make all the difference!
  2. Use colour wisely: Traffic light colours tend to work well. Yellow or orange in a traffic light usually warn people to be cautious, and as a result, people are conditioned to take notice of this colour. Text set in red against a yellow backdrop also draws the eye. The contrast between the background and the text also must make the message stand out better.
  3. Choose suitable locations: Often billboards can be obscured by trees or other buildings and can only be viewed from a specific angle. Ideally, you should go and view a few billboard locations before deciding on the final placement. It is also possible to target specific markets with the location – for instance, where there are lots of college students, it may be an idea to advertise stationery, clothing for young people and other products that are relevant to their lives. The billboard provider you use should be able to provide information regarding traffic and types of markets for their different locations, so choose well to ensure that your message gets noticed by the right people!
  4. Using images: While it is quite possible for a billboard that only contains text to get noticed, a picture can tell a story in a very short space of time. The image should relate to the brand and have lots of visual appeal. Don’t be afraid to be unconventional or different when choosing an image. Often drastic images draw more attention than others with less impact.
  5. Announce sales and promotions boldly: If you are planning a sale or a vast reduction in price, billboards are very useful tools. With this, you only need to use the word “SALE” and provide minimal information about the company. The word itself will draw attention and draw customers to your sale.

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5 Best Billboard Practices to Increase Visibility

The Benefits Of Bulletin Billboards

You are probably already familiar with the use of billboards, but bulletin billboards may be an unfamiliar term to you. Bulletin billboards are the largest types of billboards used for advertising and display. They are typically found next to busy roadways and highways, and their size makes them easy to read from different distances and angles. The location and placement of the billboard are also vital to maximise visibility.

The first bulletin (or large-format billboard) was created in 1835 in the USA to advertise the arrival of a circus. The visibility that it created was so successful that bulletin billboards became quite commonly used practically anywhere around the world by the late 1860s. Until then, there were no standard sizes when it came to billboards, and advertisers leased and sized billboards according to the client specifications. Later they realised that it is a lot easier and cheaper to build standard sized frames and to display posters sized to these frameworks, instead of creating new posters and frameworks for every billboard.

In the beginning, bulletin billboards were hand painted. Nowadays they are created with computer graphics and printed on large PVC sheets that are pulled over the existing billboard frames. Advertisers will usually charge the clients for the location and the billboard, and the prices of bulletin billboards vary according to these factors. A smaller billboard in a prominent location with a lot of traffic may often cost more than a bulletin billboard in a less conspicuous spot.

One of the fun things that can create extra impact when using bulletin billboards is that an image can be extended over the top of the board. This means that the image, for instance, the front end of an aeroplane going upwards, can stick out above the billboard to make look as if it is taking off. These extensions usually must be built by hand, however, and there are limits in terms of the sizes one can use. They are usually expensive to put together, but they create highly effective visual displays.

The benefits that bulletin billboards offer include the following:

  • Their sizes make them highly visible, so they get noticed.
  • A marketing message, promotion, product or brand can effectively be promoted by choosing the correct locations for the brand.
  • The return on investment is higher than most other forms of advertising.
  • The initial capital layout is relatively cheap, and the billboard can be leased/hired on a flexible basis (depending on the contract with the agency).
  • You can have your message moved to another bulletin billboard to capture a new audience.

OUTDOOR NETWORK ADDS TWO NEW DIGITAL SITES IN KZN TO GROW FOOTPRINT

Outdoor Network has broadened the scale and reach of its national digital network with the addition of two new rotating digital LED billboard sites in the prestigious town of Ballito on the KwaZulu-Natal north coast.

The two 3m x 6m prestigious digital billboards are located 500 metres apart, with one on the R627 alongside the popular Ballito Lifestyle Centre shopping centre, and a key route leading to and from the upmarket Zimbali Coastal Estate.  The second digital billboard is in close proximity to the local Virgin Active gym and Ballito Junction Regional Mall. Both sites are also a short distance from the N2 highway connecting residents and visitors with King Shaka International Airport, Umhlanga and Durban to the south.

“These are two prime locations, with Ballito no longer just a popular holiday destination,” says Warren Dugmore, Head of Sales: Billboards at Outdoor Network. “It’s now a thriving town on its own and home to around 230,000 residents, with our two new sites both located on a busy route through the main attractions in Ballito.”

Along with the 230,000 residents, Ballito also has a secondary catchment area of approximately 510,000 people, whilst 72.7% of the population have an average household income of R20,000 or more. There’s a sizeable working population (ages 15 – 64) of 66.7% and just under 60% have access to the internet.

Ballito also draws a number of visitors and residents to its beaches and is centrally-located on the north coast, approximately 30 kilometres from the popular Sibaya Casino and Entertainment Kingdom Hotel, and about the same distance from the airport.

“These digital billboards aim to offer advertisers the ability to expose brand messaging to consumers on both their morning and afternoon commute, with dayparting via campaigns tailored specifically to the needs of brands,” says Dugmore. “In this way, they can be optimised for audience delivery, mapping the unique audience profiles throughout the day and by day of week. The creative possibilities are enhanced by creative ad-serving to deliver the right ad to the right customer at the right time and place.”

Digital out of home is proving extremely popular with brands, which, according to the 2017 Peter J. Solomon Company (PJSC) Study and Recall Comparison, has the highest aided or unaided recall rate of all media.

Further to that, a 2017 Nielsen-OAAA OOH Compilation Reportreturned some interesting findings, with 75% of respondents saying they had noticed a digital billboard in the past month, whilst 60% said they had noticed a digital billboard in the past week. Interestingly, over half of the travellers (55%) who noticed a digital billboard in the past month noticed specific messages on the billboard either every time or most of the time they had passed one.

“The benefits of DOOH are numerous, particularly when integrated with mobile, video, social media engagement, and more,” says Dugmore.

DOOH is the future, and these two new Ballito sites keep Outdoor Network current and at the cutting-edge of outdoor advertising, whilst at the same time growing its national footprint and providing brands with the opportunity to better engage with consumers.

#PrimediaBigLove spreads love with the BIGGEST Valentine’s card!

Primedia Outdoor made Valentine’s Day extra special, by taking over the streets and social media. They invited the public to send Valentine’s Day messages of love to their partners, family, friends and colleagues on Twitter and then have their message automatically showcased on Primedia Outdoor’s urban and mall digital out-of-home holding.

 

People joined in their numbers tweeting their romantic messages using the #PrimediaBigLove hashtag – and their posts were instantly flighted across Primedia Outdoor’s Urban Digital Network after a quick and effective screening process. The Urban Digital Network delivers impressive audience impacts of 2,605,515 with a unique audience reach of 881,303 over a one-week period (ROAD 15/16/17 SM).

 

Jorja Wilkins, Marketing Services Executive of Primedia Outdoor believes that this love filled campaign fired up consumer engagement and interactivity with digital out-of-home, “We wanted to push the envelope with this campaign and demonstrate the power of out-of-home and social media synergy”. She added, “We received over 220 tweets throughout the day, yielding a total of 8 927 organic impressions. In addition to that, radio stations 947 and Talk Radio 702 promoted the campaign during their shows and also across their social media platforms”. According to TrendWiki SA, the #PrimediaBigLove hashtag was one of the trendiest hashtags on Valentine’s Day, trending in the top ten for most of the day and peaking at fourth position.

 

This fully-automated digital campaign showcased the immediacy and interactive capability of digital out-of-home, by linking live social feeds from Twitter to be displayed onto the screens. In essence, this campaign has proven to be highly engaging and has shown how digital out-of-home can be a strategic platform for direct consumer response. Primedia Outdoor is leading the way in the out-of-home industry by harnessing new technologies and showcasing how marketers can leverage the synergy of social media and digital out-of-home.

Primedia Outdoor supports Sakhumzi Restaurant’s new rebrand campaign

Sakhumzi Restaurant’s rebranding campaign will dominate the streets of Johannesburg with billboards courtesy of Primedia Outdoor.

Sakhumzi Maqubela, CEO of Sakhumzi Restaurant, says, “Our restaurant is more than just a restaurant. It is a community builder, and our brand has to reflect that. We pride ourselves in mentoring aspiring chefs by providing them with a platform at the restaurant to further expand their skills.”

He adds, “Having media powerhouses like Primedia Outdoor to support our mandate helps us to enrich our brand presence and connect with people outside Soweto.”

Since its inception in 2001, Sakhumzi Restaurant’s popularity has grown to become a pitstop for tourists and locals looking to experience authentic South African food and entertainment.

Situated in Vilakazi Street, the venue can cater for up to 2 000 guests for functions such as corporate events, birthday parties, team building, launches and year-end events, to name a few.

The restaurant has created over 700 jobs in Soweto and aims to provide mentorship to neighbouring businesses. The long-term objective of Maqubela and his team is to change the perception that Soweto is a high crime area.

Jorja Wilkins, marketing executive of Primedia Outdoor, says, “Primedia Outdoor is committed to accelerating community upliftment in our society. It is of importance that community initiatives and campaigns are exposed to the public with the intention of building awareness and visibility.”

 

GOLF ADS ENSURED NO HOLIDAY ‘DOWN TIME’ FOR BRANDS

Corporate South Africa may have shut down over the holiday season, but for brands wanting to continue speaking to a targeted audience, Golf Ads ™ continued offering an effective solution over a
time period when most traditional advertising often misses the mark.


Golf Ads ™ has an innovative product portfolio with a presence at 80 key golf courses across South Africa, with an average audience of over 475,000 high income earners a month. This portfolio is made up of ballwashers, traditional clocks, mini billboards, Golf TV, Golf Ads™ and Golf Ads ™ activations. Each of these media platforms are strategically located to maximise engagement, whilst the environment allows for geographical targeting where a brand can focus on a specific zone. When it comes to the proverbial 19 th hole, Golf Ads™ provides opportunities within a number of hospitality and entertainment zones at certain clubs. Bar Ads™ are strategically placed in bar areas and offer illuminated permanent branding for liquor and lifestyle brands, ensuring
exceptional exposure.


“Advertisers find Golf Ads™ an attractive marketing platform, largely due to the captive audience it offers, along with the fact that it’s an audience consisting of high net worth individuals, in a relaxed
and receptive state of mind, and in a clutter-free environment,” says Golf Ads ™ Director Johan Scholtz.

That becomes an even more focused offering over the holiday period – from early December to late January – with much of the country’s population migrating to South Africa’s vacation towns and
cities. One of the popular pursuits during this time for high net worth individuals is golf. That means a significant increase in traffic across the country’s golf courses, and thus, significantly more eyeballs on the various advertising platforms.

There was exciting news in the golfing world toward the end of the year with the announcement that the SA Open was merging with the Joburg Open. The South African Open was played at
Randpark Golf Club, where Golf Ads holds exclusive advertising rights, from December 6-9, 2018. This was followed by the news that another flagship South African golf tournament, the Alfred
Dunhill Championship would be returning to Leopard Creek in December 2018 following the completion of the extensive improvements to the course. These high profile events attracted large numbers of spectators, adding increased reach for brands advertising on these courses.

Approximately 3.65 million rounds of golf are played in South Africa every year. That equates to almost 10,000 rounds per day, with that number increasing during the holiday period. December is
traditionally the busiest month for South Africa’s golfers, with on average approximately 340,000 rounds recorded, followed by January, March and then April. Further to that, 29,7% of South Africa’s registered golfers fall into the 35-49 age bracket, whilst
interestingly, golf is taking off with the rising black middle and upper classes, making it a good fit for brands wanting to speak to these segments.

Global interest in golf has also increased significantly, with the latest data showing that 24% of 18-64 year-old adults around the world have an interest in golf – an increase of 9% over the past four years
– according to Mindshare. Golf tends to attract affluent consumers – decision makers – and Golf Ads ™ has developed a suite of
products that are able to speak directly to that demographic. If one considers that the average round (18 holes) of golf takes approximately four-and-a-half hours – not taking into account a break at halfway and a post-round drink – and that 36 seconds is the average pace of play, per golfer, per stroke, that’s a significant amount of dwell time to consume well thought out and creative
messaging.

Paving the way for even greater engagement and exposure, Golf Ads has developed a suit of packages to assist brands in achieving effective repetitive reach within these consumer segments.
These selected packages consist of a grouping of various Golf Ads products at a special rates, purposely designed to provide advertisers with greater ROI on their marketing spend.

Primedia Outdoor changes the digital billboard game in Durban

Primedia Outdoor launches a new LED billboard along the M4 Southern Freeway in Durban, KwaZulu-Natal.

Primedia Outdoor changes the digital billboard game in Durban
The digital network aims to position Primedia Outdoor as a robust media partner in the OOH landscape, delivering the best locations and high-quality products into the marketplace.

Following the success of its Freeway Digital Network in Gauteng, Primedia Outdoor’s new 4.5m x 18m LED billboard in Durban delivers an audience impact of 3 327 782 over four weeks. Audiences travelling from the southern suburbs towards the Durban CBD will be met with the LED billboard.

“The addition of this superb new freeway LED marks a key step forward in our advancement with our DOOH growth strategy in South Africa and the rest of Africa. We are committed to deliver dynamic quality platforms for our clients and their brands,” says Jorja Wilkins, marketing services executive of Primedia Outdoor.

“We are dedicated to offering advertising solutions that are impactful and engaging, allowing clients and agencies to develop significant DOOH campaigns that positively influence purchase behaviour,” adds Wilkins.

Primedia Outdoor now delivers a newly extended freeway digital network of five freeway LEDs, measuring a total of 405 square metres with a unique audience reach of over 1.9 million people and audience impacts of 21 525 479 over a four-week period.

According to Primedia Outdoor, its roadside DOOH, which also includes Urban and Township LED billboard networks, stretch over three provinces delivering notable audience impacts of 33 560 157 over a four-week period.

The Outdoor Measurement Council releases the latest ROAD Survey

The Outdoor Measurement Council is releasing ROAD this February. The data collected over a period of three years will allow media practitioners to provide improved mythologies as well as consumer audience metrics.

The new audience data covers three years of face-to-face consumer interviews, resulting in a host of insights. ROAD is one of the largest sets of research in the market with a sample of 45 000 respondents.

ROAD aims to provide accurate insights and audience metrics to the industry. It is a core objective of the OMC to support growth in spend in out of home (OOH), and to assist with education around improved methodologies and consumer audience metrics.

“We are so excited to be sharing these latest OOH insights with the media and advertising industry, and we’re proud to be introducing our international guest speaker from the United Kingdom, James Whitmore, managing director of ROUTE,” says OMC’s general manager, Trish Guilford.

Whitmore has years of media experience and is a research specialist in the OOH industry. He will share insights and experiences concerning the launch of a media currency.

According to the OMC, it has many insights and discerning audience metrics to share, including revealing a first to market for OOH media planning. “This will enhance our offering and allow for media agencies and media owners to plan and deliver audience insights around a host of criteria, resulting in a reduction of planning time in selecting sites, all the while optimising core planning areas for clients,” adds Guilford.

“We will also be sharing our industry planning guidelines, which will assist all users when evaluating OOH schedules. We encourage all marketers, and our media agency and owner partners to attend these presentations, where we’ll elaborate on these exciting offerings,” Guilford concludes.

The Johannesburg roadshow will take place on Wednesday, 13 February at the Bryanston Country Club, with the Cape Town leg being hosted on Friday, 15 February at The One and Only at Cape Town’s Waterfront. Interested parties can email chirene@owlhurst.com for details.

Billboard Wars 1: DA’s Controversial Billboard

Who said Billboards are not effective? Billboard are extremely effective – finish and klaar.  Ask the DA, the ANC and the press about the controversial billboard that dominated headlines since its unveiling. Billboard advertising is about content. If a billboard is not effective it is its content that is not effective.  The latest news about the controversy involves the IEC.

Lawyers acting for the Independent Electoral Commission of SA (IEC) have told the DA to explain in writing by Wednesday why  its controversial billboard is not defamatory.

The Electoral Code prohibits the publishing of false information about other parties and candidates.

The IEC has also told the DA to justify comments made by leader Mmusi Maimane at the unveiling of the billboard in which he stated that the ANC  is responsible for the death of 144 Esidimeni patients, who died through neglect and lack of care, and for killing 34 miners in Marikana in 2012.

The lawyers’ letter is in response to a complaint laid with the IEC by the ANC, in which it claims that the comments and billboard “contain defamatory statements concerning the ANC as it suggests the ANC was directly responsible for the killing”.

The IEC said: “The commission views these allegations in a very serious light. Before taking any steps in the matter and in the interests of fairness the commission requests the DA to respond in writing to the allegations made.”

The DA said on Sunday that it stands by its #TheANCIsKillingSA  billboard saying it serves to commemorate the lives lost through the ANC government action.

DA spokesperson Solly Malatsi said that the letter indicates that the IEC  is acting on behalf of the ANC. The letter makes no reference to the Electoral Code and refers only to the ANC complaint.

“The IEC’s assertion that they are acting on behalf of the ANC on this matter is both confusing and concerning.