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© 2009 WIDEOPEN PLATFORM
Nu Metro selected Primedia Unlimited subsidiary, Wideopen Platform as its advertising partner to promote the release of the much anticipated blockbuster Invictus. Making use of Wideopen’s tactically located, large format advertising space at OR Tambo, the communication reached approximately 6.4 million travellers for the two-month burst.
The Invictus campaign aimed to build awareness around the film’s release and encourage South Africans to watch the inspiring production. Targeting adults classed in LSM 7 – 10, it was flighted in Wideopen’s Johannesburg airport holding, dominating 25.88m² across 16 branded pillars and 37.2m² of lift wall branding.
According to Ryan Cohen, Wideopen Platform’s Sales Director, “Full coverage of OR Tambo’s second floor parking lot creates a unique opportunity to communicate with millions of consumers a month. These sites are perfectly positioned to offer high impact exposure to upper LSM passengers, meeters-and-greeters, friends and family,” he says.
Invictus is the inspiring true story of how Nelson Mandela joined forces with the captain of South Africa’s rugby team, Francois Pienaar, to help unite our country. Shot on location in South Africa, the film featured several South African actors.
Other elements of the advertising campaign included TV, radio and various outdoor mediums.