Coca-Cola launched its new billboard to the Jo'burg night sky this week, unveiling a 12m high structure downtown, comprising 1.2 million LED (light-emitting diode) tubes, in what was dubbed 'Jozi's biggest turn-on'.
"As one of the world's largest free-standing, self-illuminated animated signs and a first on the African continent, it's bigger, brighter and funkier than anything we've seen in the country to date," says Delia Maloney of Coca-Cola.
Located above the Marble Towers building (cnr Pritchard and Von Wielligh streets) in downtown Johannesburg, these four-sided, free-standing giant towers, some 140m above ground level, are now topped with full-colour animated images.
"Think of a massive, animated colour screen - that's our new billboard," explains Maloney. "Coca-Cola is an iconic brand, with the Spenserian script, contour bottle and dynamic ribbon being easily recognisable. But with the LED* technology we're using it's so much more than just a static, two dimensional sign with our logo and other branding elements displayed on it. Being able to display moving three dimensional images gives us enormous flexibility and means we can interact closely with our target audience before a music concert, a Coke Cup game or on special occasions - the opportunities for communicating are endless and fun!" enthuses Maloney.
She continues: "Coca-Cola has in the past owned landmark signage, but the difference is that we're raising the bar by acquiring new, innovative and experiential platforms in and on which to connect with our target market. We kicked off the process with the recent launch of the Coca-Cola Dome, a key venue for music concerts, and the next step has been signing a 5 year contract with Marble Towers for the first LED* sign in South Africa."
By acquiring this sign, and in a move befitting its iconic status as the world's number one consumer brand, Coca-Cola has put Johannesburg on the international technological map, it claims. "We're up there in the company of cities and locations like Hong Kong, Shanghai, Times Square in New York and Piccadilly Circus in London!"
