SOWETO: The Chris Hani Baragwaneth Hospital in Soweto – the largest hospital in the world – got a new façade last week as out of home communications agency Posterscope SA wrapped the facility with a multi-coloured billboard to grab consumer attention in the wake of the Top TV launch.
Top TV launched in competition to DSTV during April, offering a more affordable service to the general public, particularly LSMs five to eight.
Carni Wilkens, MD of Posterscope, which currently manages the lion’s share of South Africa’s Out of Home spend said: "Some may ask what we were thinking when we suggested wrapping the Chris Hani hospital - but if you consider that the facility serves approximately 3.5 million Soweto residents, receives 2000 inpatients per day, employs 5000 staff, has grounds that span 0.70 km squared, in the heart of Soweto - this is the best outdoor medium in the area to target our tasked LSM in one swoop.”
The PVC mesh billboard which spans 27 x 45 metres, covers three sides of the building, and stretches up to the full 10 stories of the buildings height, took 28 working hours to erect. And with its colourful design is difficult to miss.
“To ensure that we created sufficient awareness across the country – outdoor billboards of various dimensions and design were positioned in all cities country-wide – at major highways, commuter nodes, taxi ranks, within townships and city centres."
Wilkens said that secondary towns and cities were also considered, including Kimberley, Port Elizabeth and Richards Bay - areas that aren’t usually budgeted for in launches of this nature. “The bold and eye-catching creative produced by Network BBDO assisted in grabbing attention and communicating the Top TV launch message to consumers,”, added Wilkens.
Other larger impact sites used by Posterscope for the campaign include the Soshanguve hoarding and a substantial wall sign within Pretoria’s CBD.