Labelling it black

Wideopen Platform, a Primedia Unlimited subsidiary, has supplied Carling Black Label with magnum exposure in two of Johannesburg's prime traffic areas: With a brief to strengthen Carling Black Label's outdoor media presence to attract consumers in the LSM 5-10 category, Wideopen Platform implemented signs in the Joburg CBD.

The creative for the initial Black Label advert by Ogilvy & Mather, was featured on Joburg's Trump Centre. The three-sided building wrap, located on the fringe of the M2 highway at the Sandton/ Roodepoort split, measured 1 020m².

The multi faceted nature of the sign allowed for exposure to traffic travelling both East and West on one of the country's busiest roads. Mindshare was the media agency involved.

Carling Black Label then implemented a one-sided portrait-shaped mega sign at 41 De Korte Street - with a view from the Nelson Mandela Bridge. This visual utilises mesh material, printed on five metre machines to ensure the neatest possible application.

"The Carling Black Label projects were simply a matter of matching big with big," says Caryn Cohen, CEO, Wideopen Platform. "Black Label is the country's most widely consumed beer brand, and it makes sense to utilise massive sites with gigantic public exposure. These two sites, with their size and exposure to major traffic flows, have achieved just that."