The Tracker ad featured a strategic placement on page four of the national daily, with a black and white thumb print on the extreme left of the page with '10 000 arrests' imprinted beneath it. On page five, a second thumb print appeared with the tagline '10 000 thumbs up' accompanied by the Tracker logo.
The Hillbrow Tower's fiberglass and steel ball, which became an iconic symbol during last year's 2010 FIFA World Cup, has been repainted rhodamine red to match the 8ta colour and will remain as its branding symbol for the next three years. The rebranding took just over a month to complete.
Amith Maharaj, Telkom Mobile's managing executive, says the company decided to give the tower a facelift, while at the same time ensuring that mobile business' presence is felt by increasing its brand equity and awareness. "This is also to celebrate its first year of operating in the mobile landscape in South Africa and to mark the tower's 40th year."
The tower has also been given a 'green light' with the use of environmentally friendly light-emitting diodes (LED) lights, which use 10 times less power compared to the previous neon lights and have a longer life span, even when left on 24/7. "With the use of the LED lights we have also cut down the power usage from 2000 watts to 400 watts per light. This is a great saving," adds Maharaj.
The new eye-catching Twinsaver Stylepack billboard was unveiled on the M1 highway in Johannesburg on 1 October 2011 and will be up until the end of December. Its execution was supported by a promotion at multiple intersections across Gauteng through 94.7 Highveld Stereo's Ground Patrol during the second week of October.
When conceptualising the Stylepack billboard alongside the product innovation, Claire Bowen, senior brand manager for Twinsaver facial tissues, says, "We were looking for a fun and 'out of the box' addition to the Stylepack campaign and were very impressed with how effective the tower billboard could be.
"It's going to be exposed to thousands of Gauteng motorists every day and is bound to raise top of mind awareness in the traffic, which is key as we really want to bring this new innovative Twinsaver pack to South Africa's attention."
