Angola is the latest country to flaunt a responsible drinking campaign featuring McLaren Mercedes team driver, Lewis Hamilton. Sponsored by Johnny Walker, the outdoor awareness campaign has been placed on wall wraps, building wraps and gantries to ensure broad and instantaneous reach and awareness.
The slogan reads: “Lewis Hamilton. Only one World Champion. Keep Walking.”
Continental Outdoors’ Lyn Jones says the campaign has been flighting throughout Africa, but that the Angolan outdoor offering is new. “We provided full production services from our branch in Angola,” she said. “The materials and flighting of the campaign are part of our service in-market to clients.”
She said it would be difficult to measure the impact and effect of the outdoor campaign as this campaign is not only utilising outdoor, but also some other mainstream media such as television and radio”.
“We have full branches in 14 countries in sub-Saharan Africa and have operated in some of these markets for more than 30 years. Angola is one of the fastest growing countries in Africa and outdoor advertising is following suit,” she said.
The high visibility, high impact campaign is only running in the urban Luanda, the capital of Angola. “The outdoor industry in Angola is not regulated,” said Jones. “However there are some basic accepted business practices that one needs to comply with to operate legally.”