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Dior And Primedia Outdoor Spread Joy

Dior And Primedia Outdoor Spread New Joy

Primedia Outdoor collaborated with Dior on a campaign for the launch of its new perfume, JOY. Primedia Outdoor is delivering holistic mall media solutions through hanging banners, escalators and interior billboards along the main walkways ensuring that shoppers have the opportunity to see messages on the move.

Salome Viera, Visual Merchandiser of Dior said, ‘Women find shopping and spending to be pleasurable, especially in malls. With that in mind, this campaign will significantly create a bespoke shopper experience and open up all sorts of possibilities for brand engagement.’

This campaign is currently running in selected shopping malls in Cape Town (V & A Waterfront and Canal Walk) and Johannesburg (Eastgate and Sandton City) throughout the month of September with a combined monthly foot count of 7,361,771 on average.

These high-end malls were found to be fitting for this launch considering their unique capabilities to create personalised shopper experiences through their high-impact advertising displays in coveted spaces. Taking into account the needs of customers which range from variety, convenience, safety and ambience to ease of access, these four distinctive shopping malls have proven to meet all of those needs to attract shoppers and increase their stay time.

Commenting on the suitability of malls for product launches within the luxury category, Peter Lindstrom, Sales and Marketing Executive of Primedia Outdoor said, ‘Considering the competitive nature of the luxury goods industry, mall media allows brands to connect with shoppers beyond the point-of-purchase and momentously deliver stand-out advertising solutions when they are evaluating their purchase decisions – this is important when introducing new products or services.’

PRIMEDIA OUTDOOR
+27114751419 
jorja@primeoutdoor.co.za
www.primediaoutdoor.co.za

Tractor Outdoor Increases Digital Network Footprint In The Western Cape

Tractor Outdoor Increases Digital Network Footprint In The Western Cape

Tractor Outdoor have increased their Cape Town digital network to include the largest third-party digital sign situated on the Atlantic Seaboard.

Simon Wall, Managing Director at Tractor Outdoor said, ‘We decided to broaden our reach within the area by building our first 9×6 digital screen. Situated on Main Road in Sea Point, this digital screen has a long visibility run up and channels traffic coming from Hout Bay, Llandudno and Camps Bay heading towards Cape Town CBD, allowing advertisers to gain access to the emerging LSM market and get consistent coverage on the Atlantic Seaboard using DOOH.’

‘This is the first digital screen in Sea Point and we are extremely excited about this addition to the network as it reaffirms our status as the largest digital media owners within Cape Town. We are proud of the work we have done this far and look forward to further growth,’ said Ben Harris, Rights and Development Director at Tractor Outdoor.

TRACTOR OUTDOOR
www.tractoroutdoor.com

Winner Of The FESPA Africa And Sign Africa T-Shirt Design Competition Shares Her Insight

Winner Of The FESPA Africa And Sign Africa T-Shirt Design Competition Shares Her Insight

Loren Fisher from P3 Printing was crowned the winner of the FESPA Africa and Sign Africa T-shirt 2018 Design Competition, which was sponsored by Midcomp/Direct Color Systems. Entrants were required to submit a design for a printed T-shirt, inspired by the ‘Where T-shirt Printing Takes Off’ theme of the expo. The top 15 entrants’ designs were then printed and showcased at the event’s registration area, where Fisher’s design was voted the favourite.

Fisher is a self-taught designer who started designing at the age of 15 on CorelDRAW X3. She obtained her MSc in Biochemistry and LLB and then decided to open her own printing company 10 years ago. ‘I was thrown into the deep end and had to learn how to design all over again. CorelDRAW is a fantastic programme as the basic buttons haven’t changed much in 22 years, so it was the easiest programme to teach myself. Over the years of running my own business, I have developed as a designer and improved my skill set. And for every question, there is a YouTube video to tell me what to do. 10 years later I am running my printing company on my own, doing all the designing, printing and finishing/installations.’

Fisher was a runner-up in last year’s T-shirt design competition and was excited to learn that Sign Africa was running the competition this year. ‘I am glad to see that my skills have improved. It’s a great opportunity for local designers to showcase their skill and compete against their peers in the industry,’ she said.

Advice to designers

Have confidence in your design skills. I like to spend a lot of time thinking about designs while I do other stuff. Those who procrastinate are sometimes just waiting for their creativity to hit. They can’t force the ideas to come, but when it does, it can be magical. There are many times where I’m just sitting around waiting for ideas to materialise. I then walk away or procrastinate, and it can be an hour, a day, or even a week later before the idea hits me. So, the next time you are struggling, walk away. A change of scenery can produce ideas when you aren’t trying to be creative. It’s your subconscious that produces this creativity.

Inspiration behind the design

I thought about my design for two weeks before I started working on it. And the idea I started with is nothing like the idea I ended with. As I played around with images and layouts it slowly came together. Because I had spent time thinking about the design, by the time I was done I was 100% happy with the end result, which probably only took half an hour to put together.

Initially I got stuck with the whole ‘taking off’ idea, and thought about rockets and planes that ‘take off’ but slowly expanded my idea pool to include other ideas that were indicative of taking off and flight. My first few designs were of a rocket with a cloud of smoke, which I felt was a little too literal. The phoenix rising then came to mind. It’s such a powerful image and to me, it indicated taking off, rising above and reaching new heights. I played around with different ‘smoke’ effects to show movement in the image and then tried a few different colour combinations. Sometimes less is more and I saw that too much colour was confusing the design. I also played around with different infills for the Phoenix until I found the one that worked the best with the smoke I had chosen.

I hope more people enter the competition next year. It’s great to see how creative South Africans can be. Don’t be scared by the fact that you don’t have a formal design background – I am proof that creativity comes from within.

Fisher’s long-term career goals include improving her design skills as ‘learning never stops’ as well as business growth. She believes there are many new avenues in the print industry to explore and there will always be a need for small businesses like hers to fill the gaps created by the bigger companies. ‘If small businesses continue to support other small businesses then we will all achieve our goals,’ Fisher concluded.

P3 PRINTING +27118871392 loren@p3printing.co.za p3print.co.za

Sismaitalia Uses 3D Printing To Restore Palace

Sismaitalia Uses 3D Printing To Restore Palace

Sismaitalia, a pioneer in visual communication, interior design and digital printing, was the first Italian business to adopt a Massivit 1800 3D printer. After initially acquiring the solution to provide customers with unique, interior design applications, the company subsequently recognised a gap in the restoration market that could be solved using rapid, large format 3D printing.

Italy is a prime example of this – the country is synonymous with historical buildings that dot the landscape. Construction companies are frequently approached to restore these magnificent remnants of history, something which is often far from straightforward due to cost restraints and the lengthy construction time it can take to complete such projects. Savvy palace-owners are overcoming these bottlenecks by enlisting the help of innovative companies like Sismaitalia.

‘With the capability to 3D print super-large objects, we can provide our customers with exact replicas within a fraction of the time and cost compared to traditional methods. This capability has seen us expand our service offering to existing customers as well as target new markets,’ said Federica Tisato, Marketing and Communication Manager of Sismaitalia.

History Brought to Life

This is exemplified in a recent project, which saw Sismaitalia construct five life-size capitals for the grand Spada Palace in Ferrara. Built in the 1800s, the palace was originally owned by the renowned Spada family and was subsequently inhabited by several other families before its current use as a hotel.

According to Tisato, the company was approached by the owners following a recommendation from a specialist restoration engineer. ‘The owners noticed that the crumbling façade of the capitals had become weathered over the years. As they are an essential element to the French balcony, the owners required them to be restored urgently.

Traditional restoration methods involve prolonged turnaround times, mostly due to the manual labour required. Additionally, depending on the intricacy, costs can often soar. Seeking a more cost-effective solution, the owners considered a temporary polystyrene replacement until they discovered the multitude of benefits achievable with 3D printing.

3D printed objects

With 3D printing, objects can be precisely replicated due to the technology’s digital nature. The five capitals were produced in two sizes, with one set measuring 480mm high x 430mm long x 215mm thick (19 x 17 x 8”), and a larger set of three comprising pieces that measured 790mm high x 790mm long x 215m thick (31 x 31 x 8”). Using the Massivit 1800’s dual print head, Sismaitalia could simultaneously produce a pair of capitals in just 20 hours.

Federica Tisato explained, ‘With the capability to produce each full-sized capital in one print, we could eliminate the lengthy turnaround times associated with traditional restoration methods. Beyond this, as the owners only required the 3D printed capitals for aesthetics, we could quickly produce the hollow structure and strengthen these with polyurethane foam to withstand the weight of the balcony. This ensured that manufacturing costs were kept to a minimum.’

Once filled, each capital was finished with plaster and painted the same colour as the original counterparts to ensure an authentic look. ‘As an architect, 3D printing opens the door to greater design options. It enables me to realise large projects in short timeframes without compromising on the aesthetics,’ said Alberto Apostoli, Architect at Studio Alberto Apostoli.

Tisato concluded, ‘From a business perspective, projects like these demonstrate the growing adoption of 3D printing in a vast gamut of markets. We anticipate that this capability will continue to open the door to new markets. In fact, to date, our Massivit 1800 has played an integral role in securing projects within the interior design and architectural sectors and we have a handful of additional restoration projects in the pipeline.’

MASSIVIT 3D www.massivit3d.com

N3 Display Creates High-Impact Wall Graphic With Drytac’s ReTac Textures Linen

N3 Display Creates High-Impact Wall Graphic With Drytac’s ReTac Textures Linen

N3 Display Graphics created a super-sized version of Roy Lichtenstein’s iconic pop art painting – Whaam! for its building in Bristol, using ReTac Textures Linen media from Drytac.

These purpose-built premises accommodate around 20 employees including onsite fittings teams. The company has been a customer of fellow Bristol brand Drytac from the beginning. It uses the Linen material from the Drytac ReTac Textures range for all its wall art, including its own homage to Lichtenstein.

Robin Campbell, Projects Manager at N3 Display Graphics said, ’ReTac Textures Linen is simply what we call ‘wallpaper’ at N3. We use it for the majority of our wall graphics. It has a slight texture which provides a realistic feel of the wall underneath and holds colour well, producing really vibrant graphics.

‘We have tried other brands’ products but have always had problems with adhesion. In one case a wall graphic peeled off as soon as the air conditioning was switched on, while another product described as ‘repositionable’ couldn’t be removed from the wall. Drytac’s ReTac fits the bill.’

ReTac Textures Linen

ReTac Textures Linen is a printable, matte white phthalate-free polymeric PVC film with an embossed linen-like finish to add depth to flat graphics – perfect for home, business and retail environments and more. Its ReTac ultra-removable adhesive makes it easy to apply and reposition without loss of adhesion, and removal without surface damage. ReTac Textures Linen is compatible with solvent, eco-solvent, UV and latex printing technologies.

The version of Whaam! produced by N3 Display Graphics is around 15m long by 4m tall at its highest point – somewhat larger than Roy Lichtenstein’s original 1963 diptych on display at the Tate Modern gallery in London. Using its Océ Arizona 460 XT UV flatbed printer, N3 Display Graphics also added its own stamp to the image with fresh colours and extra movement in the background.

DRYTAC www.drytac.com

Spark Media Hosts International Marketing Scientist

Spark Media Hosts International Marketing Scientist

Spark Media, which are members of the Ehrenberg-Bass Institute (EBI), welcomed Dr Virginia Beal, Senior Marketing Scientist, and Mike Follet, MD of Lumen, to an event held at the Bryanston Country Club on 18 September.

There was a total of three invite-only seminars held on 11 September in Durban, 13 September in Cape Town and 18 September in Johannesburg. This year’s seminar focused on ‘Making Media Work for Brand Growth’ and ‘How Eye Tracking Reveals The Reality of Attention Received By Advertising.’

Beal, who specialises in media research, and investigates how people use media, the implication on advertising effectiveness and scheduling, discussed the essentials of media consumer behaviour, unpacking how marketers can optimise their media scheduling budgets, based on empirical evidence.

Spark Media Hosts International Marketing Scientist

Beal suggested that brands focus on: who they want to reach; when they want to reach them; where they will place their adverts and how to spend their media budget.

Gill Randall, joint CEO of Spark Media said, ’As members of the Ehrenberg-Bass Institute for the last 16 years, we’ve had unbelievable access to a wealth of research on consumer and media behaviour. It’s through this valuable membership that we’re able to share contemporary global and local insights with our clients and partners.’

Follet, MD of technology company Lumen, gave a presentation on why attention is a key metric you can use to avoid wasted ad spend and also elaborated on how brands and companies can use eye tracking to understand what people actually engage with when reading content online or in print.

Spark Media Hosts International Marketing Scientist

Key takeaways from Follet’s presentation:

• Print advertising is a better way of reaching and keeping people interested.
• Time is crucial, especially online – make sure the viewability is great as there could be 20-second attention interval received on digital while it can be 30 seconds in print but twice as higher on TV.
• Size does make a difference – billboards get attention faster and get noticed longer.
• Video adverts really work – if you force people to watch videos, they will watch the videos (show the audience both the content and the advert).
• Creativity is key.
• Support your media (print, digital and TV).
• Invest in time rather than in viewability.

SPARK MEDIA
+27104928391
info@sparkmedia.co.za
www.sparkmedia.co.za

Publisher Research Council Launches Data Fusion

Publisher Research Council Launches Data Fusion

The Publisher Research Council (PRC) and Nielsen’s first fused dataset, comprising Publisher Audience Measurement Survey (PAMS) and Consumer (Panel Survey CPS) has been launched in Johannesburg and will launch on 28 September 2018 in Cape Town.

#Fusion2018, the newly fused PRC PAMS and Nielsen CPS data is an exciting innovation in South Africa’s consumer and media landscape, providing vital consumption data for manufacturers, media agencies and publishers.

Peter Langschmidt, consultant to the PRC said, ’In addition to the actual launch, we’re excited to announce that Jonathon Wells, Senior VP at Nielsen Watch, will be the guest speaker at the Jo’burg launch. He will provide insights into this internationally accepted method of research and our fused dataset of almost 200 consumer goods categories and more than 3000 brands that includes the PAMS retail, mobile, automotive and banking branded data.’

Wells leads the Data Science team that supports Nielsen’s International Watch Business. He focuses on the design, delivery and support of the measurement solutions that underpin Nielsen’s Total Audience strategy across markets around the world.

PUBLISHER RESEARCH COUNCIL 
www.prc.za.com/pams

The MediaShop Scoops Media Agency Of The Year And Decade

The MediaShop Announces Passing Of Founder

The MediaShop was crowned the inaugural Media Agency of the Decade, Full Service Media Agency of the Year and Overall Media Agency of the Year at this year’s tenth anniversary of The MOST Awards.

Kgaugelo Maphai, Managing Director of The MediaShop Johannesburg said, ’The MediaShop’s 30th birthday year is turning out to be pretty incredible, this is really the perfect icing on the cake of what is proving to be a remarkable 2018. Winning Media Agency of the Decade is absolutely incredible and testament to the continuous innovative nature of every team member. We understand that to stay relevant we need to constantly adapt, and we have some very exciting developments on the cards along this vein which we’ll announce soon.’

These awards are hot on the heels of The MediaShop being awarded a Gold Loerie for Nando’s #RightMyName campaign in the Media Innovation category.

‘On behalf of the Johannesburg, Cape Town and Durban management teams we’d like to extend our thanks to every staff member who lives our pioneering ethos every day, our clients and media owner partners that have been with us every step of this incredible journey,’ concluded Maphai.

THE MEDIASHOP
www.mediashop.co.za

Moving Tactics Runs #IAmAllWoman Foschini Group Campaign

Moving Tactics Runs #IAmAllWoman Foschini Group Campaign

The Foschini Group set out to highlight the natural beauty of women through a fun and interactive digital activation at Sandton City Mall to celebrate Women’s Day 2018. The #IAmAllWoman #IAmPerfect Foschini campaign was inspired by the power and perfection of women.

Experiential activations agency, Living Masks, tasked Moving Tactics with the job of providing a solution that would attract shoppers’ attention and encourage participation and interaction.

There also had to be a way that mall-goers could quickly and easily share the interactive digital activation experience via social media. The concept, developed by Living Masks magic-maker, Zelia Michaels Shangase, saw Moving Tactics’ Digital Impact division design and manufacture a custom-made mirror that would give women the opportunity of seeing their reflection on a specially treated glass panel that was concealing a 55-inch touchscreen.

Combining these two elements in a custom-made housing, together with a DSLR camera and a wide-angled GoPro camera, they were able to create an experience for the ladies where they could see a full-length image of themselves in the mirror as well as a scaled-down version in the digital display.

‘We used software designed and developed by the Moving Tactics Digital Impact team so that shoppers could take photos of themselves and then share them via various social media platforms. The GoPro camera was used to record photographic stills in the time-lapse function so that the entire campaign could be viewed in a high-speed replay,’ said Andy Higginbotham, Creative Director at Moving Tactics Digital Impact.

According to Shangase, ‘Working on this campaign with Foschini has been an extremely fulfilling experience. The Women’s Day activation brought to life an amazing concept but more so a message that all women should have affirmed daily, which is ‘I AM PERFECT’. The interactive mirror that Moving Tactics developed was central to the interactive digital activation combining two winning elements, selfies and social media! What it truly did though, was allow women to see themselves as they truly are, in all their splendour and to share that with the world (via Facebook) #Nofilter.’

MOVING TACTICS
www.movingtactics.co.za

MOST Awards Names AdColony As Overall Media Owner Of The Year

MOST Awards Names AdColony As Overall Media Owner Of The Year

One of Nfinity Media’s investments, AdColony South Africa, has been named Overall Media Owner of the Year and Digital Media Owner of the Year at the 2018 MOST Awards. AdColony SA’s Head of Sales Mike van Tonder was also named Rising Star of the Year in the media owner category.

Globally, the company is one of the largest video advertising platforms with a reach of more than 1.5 billion users. Known for its unparalleled third party verified viewability rates, exclusive Instant-Play HD video technology and proprietary rich media formats, AdColony is passionate about helping brands connect with consumers at scale on the most important screen in their lives.

Managing Director Andrew Kramer said, ‘What a wonderful achievement. I really want to highlight the dedication of this amazing group of great people that we get to work with every day. Thanks to the team for embracing our great challenger brand and for sticking with it no matter what. Thank you to all our agency partners for the support and for voting for us.’

Ken Varejes, CEO of Nfinity Media added, ‘What Kramer and his team have achieved in the video advertising space over the last few years has been incredible. These awards are testament to their ongoing dedication to excellence for our advertisers and media agency partners.’

NFINITY 
www.nfinity.co.za

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