In the biggest outdoor campaign undertaken by the team of DKNY, JB Media Connection was tasked by DKNY to find outdoor elements that would support their marketing campaign and contribute to the launch of three new additions to the Delicious Fragrance Brand.
JB Media Connection carefully scrutinised various different Out of Home opportunities that would contribute to the marketing campaign based on impact, size and high traffic volumes.
ADreach's Street Pole Ads was chosen for its ability to accommodate and present its innovative idea of using LED's to draw attention to the "intensity" of the new DKNY fragrances.
As Brian Lindquist, Director at JB Media Connection explains, "This is by far the largest LED application ever used in an OOH campaign. Green and Pink LED's were manufactured by Samsung for the first time, worldwide. Additionally, spangles were used on a Street Pole Ad Campaign for the very first time in South Africa.
Motivated by the need to create high impact and reach, the use of spangles and LED's elevated the brand while seamlessly highlighting the crucial element of "intensity" to the campaign. ADreach Street Pole Ads therefore played its part in a creative execution that stands well above the rest.