Four of Wideopen’s strategically located, large-format outdoor advertising sites have been selected to host the creative from 1 August to 30 September.
According to Wideopen’s Sales Director, Ryan Cohen, the creative, aimed at LSM 7 to 10 cricket lovers aged 16+, was conceptualised by Ireland Davenport, whilst Mindshare took charge of the media planning and buying.
Being the first time that the Airtel Champions League Twenty20 is being held in South Africa, the main objective of the campaign is to ensure ticket sales and in turn, that our cricket grounds and stands are full. Client has made use of a multi-media campaign which incorporates supersigns, gantrys, smaller wraps and hoardings on South Africa’s high traffic freeways.
“Two of Wideopen’s sites have been booked in Johannesburg and two in Durban, totalling over 1700m²,” says Cohen.
“The main rational behind the extensive advertising campaign is to ensure that cricket lovers and fans are aware of where the matches will be played and where to buy tickets,” says Cohen.
“We wanted to ensure that the creative was brought to life in such a way that cricket fans wouldn’t be able to miss it. That’s why we selected the innovative use of outdoor media,” says Mindshare’s Ivor Chalmers.
In this tournament, each game consists of 20 overs - the fastest played and most popular form of cricket. Some even consider it more popular than the Cricket World Cup.
For more information on Primedia Unlimited subsidiary Wideopen Platform, visit
www.primedia-unlimited.co.za.