Grand-Pa wraps up Skinner Street

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The 280m² Skinner Street corner building wrap forms part of GlaxoSmithKline's large-scale national communications campaign for South Africa's most trusted pain reliever Grand-Pa, aimed at building brand-awareness amongst the LSM 4-7 target audience. In full view of 10 lanes of traffic in the centre of the busy CBD, the Skinner street building wrap ties in with the pharmaceutical company's intention of creating a "big brand" feel and presence.

One side of the massive corner wrap features the line "When pain becomes Tjajarag" referring to the slang term for something annoying. The other side of the wrap provides the solution, to the annoying problem with "The trusted pain reliever" which is in the brand's iconic blue and white branding synonymous with the Grand-Pa. The "Tjajarag" headline is one of numerous different tactical headlines created for various tactical outdoor sites around that form part of the overall campaign.

Commenting on the execution, GlaxoSmithKline's Group Product Manager for Pain Management Tanja Geyer says "The Skinner Street corner site formed an ideal location for the Grand-Pa brand as it is ideally situated amongst our target LSM's in the midst of high motor vehicle and pedestrian traffic volumes and also located near the Skinner Street taxi rank. The strategic positioning of the site ties in perfectly with our "Tjajarag" headline as annoyance and frustration and the accompanying headache forms part of any city commuter's daily life."

Adds Graffiti Impact Media Managing Director, Richard Wilkinson, "The Skinner Street site is a high impact location in the heart of one of the busiest city CBD's in the country. And with 10 lanes of busy traffic passing by throughout the day, it's a great tactical position for a pain reliever, particularly with an eye-catching headline referring to annoyance and the headaches that come with daily traffic congestion."

The Grand-Pa Skinner Street outdoor is supported by various other communication elements which are currently in the process of being rolled out. These include, amongst others, a Heritage Day radio competition on both national and ALS radio stations, a traffic update sponsorship and print advertising

For further information regarding building wraps and other out-of-home projects contact Richard Wilkinson at Graffiti Impact Media on (011) 691-8400 or via e-mail at .