JOHANNESBURG: Creative agency Black River FC originated the concept of incorporating neon in all the campaign elements, above and below the line, including the Provantage billboard at OR Tambo International Airport. The billboard, situated on the exit road, comes alive at night. Standing at 4.7m in height and 21m in length, the moment the sun goes down, it pops with bright neon colour.
The creative shows a neon outline of the new Mini Roadster with the messaging 'The New Mini Roadster. Another Night. Another Adventure'. As well as: '#Miniyournight'. To illustrate the roadster appeal, the roof of the car, set in flashing neon, appears to open and close.
The inclusion of neon to a billboard of this size marked a first for South Africa, and it was not without challenges. The neon was created and installed by the team at JH Signage. Jeff Hunter of JH Signage explains that the job was not for the fainthearted: "To keep the neon in place we had to construct special brackets for the back of the stretch flex surface and ensure that no wires appeared on the front. We used 405 metres of neon, equivalent to the length of four soccer fields."
"The neon billboard was a first for us. It's brilliant – perfectly located to grab the attention of the targeted consumer and takes putting the Mini in lights to a whole, new, innovative level," says Dave Frankel, Senior Account Manager at Provantage.