Showcasing the power of Street Pole Ads as a tactical medium, ADreach launched a campaign that leveraged the Loerie creative campaign to congratulate this year's winning agencies.
ADreach played off the Loerie tagline of "Don't hate. Create" by changing the line to "Don't Hate. Congratulate". The names of the winners followed on the next board. A sequence of three street poles were designed and set up on the roads leading to the winning advertising agencies. Impressively, the street poles were printed and up just hours after the final winners were announced.
ADreach had already launched its call for entries campaign months earlier. Developed by ad agency, Brandbar, the "Don't hate the Playa, Play the Game" campaign was already aligned with the Loeries. Ogilvy Cape Town had the winning entry in the SPA category with their innovative "Yoda" ad for Stimorol.
To make the "Winner" campaign work, ADreach prepared artwork in advance for all finalists in three categories: Outdoor, Street Pole Ads (Sponsored by ADreach) and integrated campaign (also sponsored by ADreach).
As the winners were announced in Cape Town, ADreach proceeded to print the congratulatory messages. Mark Castel, ADreach National Sales Manager, who was at the Loeries presenting awards, fed back winner names seconds after they were announced so that the print run could begin early on Monday morning, in order to meet the tightest of deadlines.
Ultimately, the campaign was a great opportunity for ADreach to once again acknowledge the agencies that excel in the creative use of outdoor and street poles.
ADreach had already launched its call for entries campaign months earlier. Developed by ad agency, Brandbar, the "Don't hate the Playa, Play the Game" campaign was already aligned with the Loeries. Ogilvy Cape Town had the winning entry in the SPA category with their innovative "Yoda" ad for Stimorol.
To make the "Winner" campaign work, ADreach prepared artwork in advance for all finalists in three categories: Outdoor, Street Pole Ads (Sponsored by ADreach) and integrated campaign (also sponsored by ADreach).
As the winners were announced in Cape Town, ADreach proceeded to print the congratulatory messages. Mark Castel, ADreach National Sales Manager, who was at the Loeries presenting awards, fed back winner names seconds after they were announced so that the print run could begin early on Monday morning, in order to meet the tightest of deadlines.
Ultimately, the campaign was a great opportunity for ADreach to once again acknowledge the agencies that excel in the creative use of outdoor and street poles.
