Volkswagen recently selected Primedia Unlimited subsidiary, Wideopen Platform, for its larger than life outdoor hoardings, to ensure the successful launch the all-new VW Polo to consumers. Running until the end of April 2010, Polo’s national outdoor campaign has been strategically positioned on three of Wideopen’s prime sites.
Located in high traffic areas, the hoardings that sport the captivating Polo creative are located on Grayston Drive (towards Benmore) in Johannesburg; along the exit road at Cape Town International Airport, targeting all traffic leaving the airport; and on a multi-story building wrap located at the entrance to Durban International Airport, drawing attention from all travellers entering the airport.
According to Wideopen’s Sales Director Ryan Cohen, Volkswagen has geared its campaign towards the upper LSM income groups, 7 – 10. Booked by MediaCompete and created by Ogilvy Cape Town, the artwork ensures consumers that they can ‘Expect Big Things’ from the new Polo including, ‘Quality, Technology, Design and Safety’.
‘Wideopen is renowned for its success when it comes to creating big brand presence and impact – two qualities needed when it comes to the successful launch of a new brand or product,’ Cohen concludes.
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