Briefly… JB Media’s DKNY outdoor campaign goes large

JB Media Connection has developed and implemented DKNY’s largest outdoor advertising campaign for the launch of three new additions to the Delicious Fragrance Brand. DKNY wanted to market the new products to its traditional high income market, but also to introduce the brand to new customers in other market segments. This dual-targeting structure was one of the key campaign deliverables.

JB Media Connection carefully scrutinised various Out-of-home (OOH) marketing opportunities that would contribute to the marketing campaign. Other key campaign deliverables included selecting sites along main transport arterials with high traffic volumes for maximum ad reach. Sites were selected close to retail environments where traditionally high sales volumes have been obtained.

“We also wanted the campaign to display and capture the intensified nature of the new products. We sought to incorporate creative and production elements within the campaign that would let the sites stand out and intensify the advertisements,” says JB Media Connection’s Michael Vosloo. “This was achieved by incorporating spangles and LED lighting elements which elevated the new additions to the brand while providing the crucial element of intensity to the campaign,” says Michael.

JB Media Connection went beyond the general scope of OOH advertising to produce by far the largest LED application ever used in an OOH campaign. Green and pink LEDs were manufactured by Samsung for the first time worldwide. In a first for South Africa, spangles were used on a street pole campaign as well as on mini-posters on the M1 in Johannesburg.

The Be Delicious brand was first introduced in 2004 inspired by New York’s Big Apple, a palm-sized clear glass object embodying the city’s vibrant and optimistic energy. Today more than 4-million bottles are sold each year worldwide. “Since nothing says New York City more than a skyscraper we decided to take our advertising campaign outside with unique building wraps,” says National & Trade Marketing manager for Aramis & Designer Fragrances at Estee Lauder South Africa, Ana Farkas. “We joined forces with JB Media Connection to maximize our reach and attract a new customer. We are the first to market with this kind of advertising concept and are pleased with the attention we are attracting,” says Ana.