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Green billboard generates millions of blog visits, tweets and likes

MediaVest, in collaboration with NU Venture, Tractor Outdoor and Draftfcb, conceptualised a vertical wall garden in 2011 as a billboard for Emirates airlines. Grown on a traditional billboard, it was constructed solely from wood and vegetation.
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MediaVest business unit manager, Robert Notrica says, "Although it's regionally based, the campaign has become a talking point around the country and across the web. Innovation was the key to breaking through the barriers and reaching consumers in the ruthlessly competitive and cluttered airline industry."

Updated results indicate the billboard has generated 25-million blog visits, 106,811 tweets and 469,373 Facebook likes to date and generates R700,000 of PR exposure on various platforms.

Ensuring talkability

The airline prides itself on bringing its consumers memorable experiences, not only on board its aircraft, but also throughout their journey. True to its brand character, it tasked MediaVest to create awareness of its 110 destinations by ensuring talkability and target audience engagement.

"The plan was to engage 'green conscious' consumers by showing them how the airline connects the world through the use of environmentally friendly material and 'grows' its message over time."

Draftfcb designed the billboard with the aim of representing the earth and the contrasting vegetation colours represented the oceans over which Emirates flies. All of the continents that Emirates flies to were also represented and LED lights were used to highlight its destinations.

"The billboard not only offered consumers a new experience every week, as it grew, but the look and feel changed from day to night with a visually startling LED world map that lit up the trendy Kloof Street night spot.

"The growing concept ignited consumer conversation on social media platforms and blogs, which spread like wildfire and ensured even further exposure for the brand," concludes Notrica.