PRESS OFFICE
LISTING
Homenewsabout usContact UsWebsite
News

Nivea own the Randburg skyline with Guerrilla IMC

Leading Skincare brand Nivea are dominating the Randburg Skyline with a 1200 square metre-building wrap on the Randhill building situated on northern Jan Smuts Avenue. The media platform, owned by leading out of home specialists Guerrilla IMC, is 9 floors high, consists of two faces and is strategically placed to deliver for advertisers.
Nivea own the Randburg skyline with Guerrilla IMC

To view the flighting of the site go to www.guerrilla-imc.co.za

Guerrilla's Director of Advanced Assault Ops (or Business development Director in standard business parlance) Matthew Palmer was onsite to answer a few questions on the mega format platform.

Q: Matt, what makes the Randhill site so popular with big brands?

A: Randhill is both a strategic and iconic site. The location, across the street from one of Jozi's biggest taxi ranks means we have a traffic count of over a 100 000 commuters on a daily basis. The smaller side of the site faces directly down Jan Smuts towards Hyde Park, giving the site cross over appeal to the higher LSM market.

Q: It looks like quite an engineering feat?

Matt: Correct, the structure is a combination of cable and steel framework. The building is also home to a number of antenna's meaning we had to build the frame around and in some cases over them. All in all we used 235 running metres of steel framing and a ten-man team to flight the banner. To illuminate the site we've used 10 1000-watt floodlights on the larger face, and 8 500-watt lights on the smaller face. In terms of printing size and lighting required the entire platform is equivalent to half a rugby field on the side of a building!

Q: What was the brief from client that led to Nivea selecting this site?

Matt: We worked with THE industry experts Posterscope CT who represent Nivea when it comes to outdoor. Posterscope briefed us on locating a WOW, mega format site that fit their target market. Randhill was just concluding a 12-month campaign so the timing was ideal.

Q: Finally Matt, nice title!

Matt: Thanks; at Guerrilla everything is about the battle for the hearts and minds of the consumer. As a company we follow the basic principles of guerrilla tactics, meaning we operate as a lean, very flexible operation. This allows us to do things like negotiate on the spot, and do printing at cost for our clients. Two simple guerrilla tactics we use to take out the big guys!

Seriously though, the printing of mega format sites is often prohibitive and many companies mark these up big time, at Guerrilla we keep production costs rock bottom low - we're Media Owners not a printing house!

29 Mar 2011 11:27

<<Back