Primedia Unlimited's Wideopen Platform recently teamed up with global alcohol brand, Chivas Regal to give its premium product, Pernod Ricard, maximum exposure in the Sandton CBD. Chivas dominated the Sandton skyline with a 995m² advertisement on the rapidly rising Michaelangelo Towers development.
Caryn Cohen, CEO of Wideopen Platform, says Chivas had been searching for the delivery of a large-scale presence to increase brand awareness and consumption of Pernod Ricard: "The Michaelangelo Towers construction site matched the brief perfectly. It offered both the ideal size and location - an upper LSM, economically vibrant district.
"To create a banner of this size, to be housed in a scaffold frame at a significant height, was a major undertaking for the Wideopen team. The weather conditions are extreme in this environment, so the design called for perfection. Enormous skill and calculation were required to pull this project off. It has been really satisfying to give Chivas the sort of exposure they were looking for."
The Pernod Ricard campaign ran for a six-month period, fully utilising the construction process.
