Old Mutual faced a tough challenge in delivering the key message of its Asset Management Division to the Johannesburg public until Wideopen Platform, a Primedia Unlimited subsidiary, suggested communicating the message of wealth creation and growth with branding that developed in height as the largest building ever to be erected on the Sandton skyline was being constructed.
The unique 3 500m² outdoor media was located on the construction scaffolding of Sandton's Michaelangelo Towers and tied in to Old Mutual's growth theme.
Caryn Cohen, Wideopen Platform CEO, says: "The creative work was printed onto mesh media. The difference on this site was that it was put up on two elevations of the building as it was being built.
"It was a growing sign, translating into Wideopen Platform maximising the time that the advertiser had on the site by taking the full creative concept and splitting it up into three banners. As the building grew, so did the sign, eventually reaching the top and displaying the full creative for the final months."
