The design of the structure echoes the shape of a soccer ball and the screens will immediately capture the attention of everyone in the vicinity. Upon investigation a passer-by will realise that he/she can walk into the middle of the structure and will be greeted by a touch screen and terminal.
Consumers can navigate their way through the touch screen's menu to find soccer information about Bafana Bafana as well as the various services offered by Absa including Savings and Investments.
The Zone was conceptualised, designed and constructed by Primedia Outdoor's subsidiary Indiza Media. Mortimer Harvey researched and designed the illuminated soccer history panels as well as the integration of Absa's product information into the display and touch screen application. The Zone is five metres in diameter and 1.2 metres high.
“The Absa Soccer Fan Zone is strategically situated directly in front of the flight arrival and departure screens to ensure maximum impact. The entire Zone is brightly illuminated in Absa livery - consumers cannot help but be drawn to this inviting media experience,” says Mzi Deliwe, Managing Director of Indiza Media.
The Zone is purposely positioned in a non-restricted area inside the airport so that passengers and the general public can interact with it freely. “Other branding opportunities in this area are also Absa exclusive, ensuring consumer focus and dwell time,” adds Deliwe.
General Manager of Absa Segment and Product Marketing, Luigi Magnelli, says Absa intends using the Soccer Fan Zone to encourage and motivate South Africans to support Bafana Bafana. “This initiative also allows fans to learn more about the national team's many present and past successes. We are delighted with the response from both local and overseas visitors and hope to roll-out more Fan Zones at other airports and suitable venues,” Magnelli adds.
Gerald Harvey, Executive Creative Director of Mortimer Harvey, says the initiative provides a fresh and innovative way to market many of Absa's products. “We have included Absa product information to complement the history of Bafana Bafana and other soccer news in a way that does not distract from our core message - getting South Africa to proudly support our national football team.” About Mortimer Harvey
Mortimer Harvey is a Johannesburg-based full service, through the line, advertising and promotions agency that delivers hard-working, communication solutions. Services include classical above, through and below the line advertising, brand development and consulting; strategic marketing development; promotions; interactive web services; public relations; events and sponsorships. For further details, visit www.mortimer-harvey.co.za
.About Primedia Outdoor
Primedia Outdoor is a South African, wholly-owned, outdoor advertising media specialist, with a significant presence in six primary sectors of the outdoor market including Airports, Spectaculars, Campaign Outdoor, Bus Shelter, PrimeLites and Ad Lites. Specialising in outdoor advertising solutions, Primedia Outdoor offers national exposure across a mix of media types, providing flexible coverage of the entire LSM spectrum. For further details, visit www.primeoutdoor.co.za