Having placed clever creative on airport sliding doors, Absa wanted to extend the campaign to shopping centres in Johannesburg, Pretoria and Cape Town, similarly applying graphics to lift doors in selected malls.
Kolonnade in Pretoria and Tygervalley in Cape Town are great examples of this particular campaign, boasting branded lifts and lift doors until the end of October. Using two different elevator platforms, Primall Media has applicated striking creatives, designed by JWT Johannesburg, which cleverly depict a stand-off between two supporters.
Strategically using the movement of the lift doors in the Kolonnade mall, each door has unique visuals of a supporter from opposing Currie Cup teams. The supporters face each other so that as the lift doors open, it is apparent that there is a 'rift' between the teams. As the doors close, the two come together, face to face with challenging body language.
To fully leverage the rounded glass walls of the Tygervalley lifts, which traverse the surface of interior walls of the centre court, Primall Media branded a war-painted face of an opposing team supporter on each. The glass lifts enable visibility into and out of the lifts, and a view for shoppers in the mall. As the lifts pass each other, or travel together, the highly expressive faces confront each other.
"The rationale behind choosing mall media and elevator doors in particular is that it allowed us, in a very creative way, to reach audiences that are not your traditional rugby supporter or viewer," explains Richard Lord, Senior Media Strategist, The MediaShop. "We wanted to create awareness of the Absa Currie Cup and demonstrate the core of provincial passion."
"The branding of lifts and lifts doors has been a huge success, it cuts through the clutter and adds huge talk value to a campaign," says Darren Katz, Director, Primall Media. "Absa has elected to brand various lifts in the shopping centres ensuring high recall for the Currie Cup campaign."
