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ADreach lights up BMW Lyndhurst OOH with reflective street pole ads
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network2media Bureau   
Monday, 20 December 2010 09:00 (IST)
Highly visible & eco-friendly The ADreach Group continues to demonstrate its green conscience with the introduction of reflective vinyl in the production of street pole ads, thereby further reducing their carbon footprint,Adreach while, at the same time, offering advertisers the opportunity to have there street pole advertisements visible both day and night.

BMW Lyndhurst recently made use of reflective vinyl for its first ever Street Pole Advertising campaign, which saw the dealership practically take over possession of 89 of Johannesburg’s premium sites in Melrose North, Illovo, Inanda, Bramely, Birnam, Birdhaven and Fairway. Kirsty van den Berg, Customer Relations Manager at Lyndhurst Auto says, “We had never explored the option of outdoor advertising before, as most of our advertising was conducted through e-strategy or print. We decided we needed to try something new to get our brand, and specifically our dealership, noticed. Street pole advertising is fairly inexpensive when compared to print and it is known to be very effective if done as a large campaign such as ours.”

The reflective nature of the vinyl, eliminating the need for back lighting According to Owen Williams of Inti Media, BMW Lyndhurst’s Media Agency, “With BMW Lyndhurst being such a regional business, the aim was really to create the impression that this dealership practically ‘owns’ the Corlett/ Melrose Arch area. In this regard, there is no doubt in my mind that this objective was achieved, as it became the case study of choice in discussions that centered around outdoor media and the impact that it can have, especially as far as street pole ads are concerned.”

By making use of reflective vinyl in the production of street pole ads, the need for backlighting is eliminated, as the vinyl is highly visible after dark. This is because it has a metallic, reflective base that causes it to reflect back light which is shone on it.

“I think the use of reflective vinyl has added a new competitive edge to the campaign as not too many signs can be seen in the pitch black of night and our advertisements definitely got heads turning,” says van den Berg.

As far as public opinion of Reflective Street Pole Ads goes, the overwhelming response seems to focus on how terrific it is that advertiser no longer had to rely on power for their advertising to be seen at night, and how great it would be if all street pole ads made use of Reflective Vinyl.

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