The campaign was undertaken by Standard Bank Corporate and Investment Banking and is situated at the Heritage Corridor in the international arrivals terminal. The campaign is a first of its kind for both organisations as it is in an airport environment and positions Standard Bank as a partner for growth.
The creative serves to enhance this messaging, with seven 3D 'spectaculars' that stand out from the branding — each with either a movement sequence, dynamic changing text or tactile content.
In the case of the "helping communities grow" execution, some artificial grass frames the text. This, along with the beads panel, adds a tactile 3D element to the campaign.
"It's always encouraging and exciting for us when a client wants to challenge itself creatively and really maximise the opportunities that the Airport Ads bouquet of products offers," says Mzi Deliwe, deputy CEO of PMG and head of Airport Ads.
According to Airports Company South Africa, O.R. Tambo International Airport processes approximately nine million international passengers a year, making for an attractive, captive audience and one that sits in the upper LSM segment.
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