LIGHTING UP JO'BURG
Brand Health showed that consumers were not sure what Mutual & Federal stood for, how they help insure assets or even who they were. So, in order to remedy this, we needed a campaign that, in addition to building brand awareness, stood out from the plethora of billboards in central Jo’burg.
Carat partnered with the largest impact OOH supplier to source high-impact sites in high-traffic areas as well as erect a 120m board in the heart of Sandton during its 2015 Eco Mobility Festival. We then added our innovative twist to these sites. The board, running the length of a pedestrian walkway, was solar powered and included sensors that lit up as people passed by.
This was supported by Sky Towers that lit a major freeway and main arterial route as well as the area around the M&F building in the heart of the JHB CBD. Finally, we also partnered with AdReach to illuminate busy intersections with animated street pole ads to assist during peak traffic periods when road lights went out.
By turning a national crisis into an opportunity, we helped Mutual & Federal explain their story, and help plenty of Johannesburgers along the way!