Muralism is defined by the
Collins Dictionary as, "an artistic movement identified chiefly with the Mexican painters José Orozco, Diego Rivera and David Siqueiros, and exemplified by their grand-scale, narrative murals on humanitarian, social and political themes."
South Africa — a country with no shortage of walls and artists — needs to know
more about this form of art in the marketing streets, as well as the trends that can be expected to emerge with this type of marketing.
Curious about this colourful space?
media update's Jané Rossouw finds out more with Owakhe Media:
What is mural marketing, and how does it differ from traditional forms of advertising?
Wall mural advertising is a different form of advertising in that the artwork is hand-painted on a wall and requires specialised artists to execute the artwork.
Hyper-realism, an approach that enables a high-definition look and finish of the digital concept, is brought to life on the wall mural, which is also known as photorealism. It is focused on bringing
creativity and
brand messaging to life with visual complexity and heightened clarity.
Wall murals are also at eye level, allowing immediate interaction with consumers. Other traditional forms of media aren't at eye level [and] constantly forcing the consumers to look up at these skyscrapers.
How does one choose the right location for a mural marketing campaign, and what factors do agencies need to consider?
[As the] custodians of this platform, we know exactly where wall murals can be extremely effective. [Because of this,] we supply clients with locations based on the brief, but we usually advise clients [to focus on]:
- main streets, main exits and main entrances
- in the vicinity of shebeens, pubs, beer halls, community halls, car washes, or local malls
- local eateries, local restaurants, shisa nyamas, general dealers, cafes, fruit and veg markets
- churches, community halls, local schools, police stations, home affairs departments
- flea markets and local museums
- soccer fields, local stadiums, recreational parks, local gyms, and
- in the vicinity of taxi, bus and train stations, clinics, and cemeteries.
What are some of the benefits of mural marketing — for the brand, client and for the community alike?
It is:
- cost-effective
- maximum exposure and reach at a minimum cost
- impactful
- [a high] speed to market
- [leaving a] national footprint
- spontaneous creativity — [murals] can change copy monthly and artwork every three months
- revenue generation for private homeowners, and
- job provision to local sign writers.
How does one measure the effectiveness of a mural marketing campaign, and what metrics do agencies use?
Wall murals form part of the landscape of the township and, due to their sheer positioning, they become local landmarks. [Because of this,] word of mouth about a particular brand spreads quickly.
Sales increase for a brand is due to wall murals. Brand equity remains high from this word of mouth, [thus creating] brand awareness.
What are some of the challenges associated with mural marketing, and what can agencies do to overcome them?
There aren't any challenges associated with wall murals. Wall murals form part of the community, and people from 'ekasi' cherish this platform. This platform goes over and above traditional platforms.
How can businesses ensure that their mural marketing campaigns are authentic and resonate with their target audience?
Clients need to understand:
- what township they would like to target
- what language and slang is spoken in that township to communicate their message in a language that the consumer can engage with, and
- how to create an artwork that evokes an emotional connection with a consumer.
Are there any ethical considerations involved in creating and implementing a mural marketing campaign? What are they?
Yes, clients should be careful not to offend the consumers they are targeting. [The] use of the wrong wording and artwork, which isn’t a true representation of the Kasi, could land wrong with the consumer.
How do you incorporate social media into a mural marketing campaign, and what role does it play in the overall strategy?
Our wall murals are Wi-Fi-enabled, and this has allowed us to integrate social media. Some of our wall murals also have Augmented Reality (AR) capabilities, allowing for further incorporation into the digital space.
Do you know of any effective wall murals that caught your eye? Let us know in the comment section below.
Wall murals are in a sense the same as storytelling. Marketers are still creating art but just in a different form … on that note, check out these Three ways marketers can become fantastic storytellers [Infographic].
*Image courtesy of Canva and Owakhe Media