Using electroluminescence (EL) film, Ricoffy's 'share the moment' campaign has been viewed on three building wraps, seven reflective vinyl sites and on five day and night creatives. At first glance, the billboards seem like any other, but the unique EL film provides a spectacular glow in dark effect.
Full service media agency ZenithOptimedia has planned and executed a 'brilliant' out of home strategy for the brand, making an impression countrywide, day and night. Margie Knap, business unit head at the agency says, "The innovative technology utilised in the creative was strongly recommended by Nu-Venture Media, which we believe has been showcased to great effect. Our media strategy combined each aspect of the outdoor campaign into one strong coherent message which translated into a strong visual which was easily absorbed in a matter of seconds as motorists and commuters drove past."
"It was also imperative that the locations chosen tied in with the central theme of the campaign which is bringing people together to share the coffee. The creatives are positioned in areas where people either converge, or on routes joining suburbs associated with people coming together.
"The site in downtown Johannesburg, overlooking the Noord street taxi rank was a perfect example with the building wrap situated on the corner of an office block overlooking the taxi rank. Similarly the wall mural on the M1 symbolised how the highway is a convergence point for people who travel from one destination to the next."
Leigh-Ann van der Poel of Nestle Coffee marketing, comments, "These sites really delivered on the big brand feel that we wanted. They were impactful and worked at positioning it as the iconic South African brand."
"A big thanks to ZenithOptimedia, McCann and Nu-Venture media in bringing the various elements together into what is a spectacular statement in communication."
Thirty national outdoor sites were booked for the three month campaign, while three EL building wraps in were erected in Johannesburg, Pretoria and Cape Town.