Investing in this innovative marketing platform, world-famous brand Coca Cola has made a distinctive statement about the brand’s position here in South Africa- placing it, quite literally, head and shoulders above the rest in a cluttered advertising world.

A revolutionary new trend in contemporary marketing, LED technology is the visual communications and marketing technology of the future.

Commanding the attention of every passer-by and capturing imaginations for kilometres beyond the city streets, an awe- inspiring full-motion outdoor video LED display building wrap - constructed and installed by Spectrum - has transformed the famous Life Centre Building on Commissioner Street in Johannesburg into a global landmark. An unmatched, iconic brand impression for Coca Cola in South Africa, it is a fitting tribute to one of the world’s greatest brands in celebration of their 125th birthday.

 

 

The ground-breaking LED display installation is undoubtedly among the most cutting-edge and visually spectacular the marketing industry in South Africa has ever seen, creating a new benchmark for contemporary marketers. Standing 14 storeys high, weighing 5 tons and incorporating 19 000 pixels of 190 000 individual LEDs spanning a linear distance of 2.5 kilometres, it is the largest LED structure in South Africa and an unparalleled digital experience in the realm of creative design!.”

Such technologically advanced feats are made possible through the innovative technology of LED video products and control systems, spearheaded in South Africa by Spectrum. Unlocking new possibilities in the realm of creative design, LED technology allows the merging of digital technology with creative design: splashing colour and motion across domes and unconventional shapes, and wrapping vibrant dynamic content around structures of any shape or size.” he says.

 

The LED technology is designed in such a way that it can be integrated into the existing architecture of the building with minimal impact, as no additional intrusive structure needs to be attached. From the perspective of people working in the building nothing has changed, as the screen does not cover any windows or emit light back into the building.

Grant Neill, LED Product Specialist, together with the creative team at Spectrum first studied the history of Coca Cola’s brand’s creative and then, inspired by the impactful yet nostalgic neon type signage from the 70’s and 80’s - created static design elements larger than life for this kind of big screen, applied some creative ideas, and brought them to life by adding movement and animation.

With this ability to emulate high impact retro style neon displays with the infinite flexibility and low maintenance of digital technology, the result is an exceptionally engaging creative, incorporating elements such as an animated version of the classic, iconic Coca Cola font, which appears to be written by an invisible hand as it makes its way across the screen.

Moving away from conventional static billboards and unlike anything possible with traditional signage, the ground- breaking LED display features perfectly placed effects, animation and video, instilling drama and excitement to create the ‘wow factor’ for Coca Cola, as is demanded in cutting edge marketing campaigns today. The control system of the content is also completely web enabled, allowing for the content to be driven by social media, creating what is arguably South Africa's largest interactive digital display.

“The replacement of traditional signage with interactive messages displayed through LED technology is a trend that is gaining momentum in South Africa,” comments Grant Neill, Product and Project Manager at Spectrum. “LED technology is the digital marketing tool of the future. And for many good reasons: it offers excellent visibility, extreme reliability, state-of-the-art remote control, a long lifespan (up to 10 years), low maintenance, weather resistance, environmental friendliness, energy efficiency, exceptional flexibility in shape and dimensions, and almost limitless applications as the technology evolves.”

 

For more information about digital signage and LED technology contact Grant Neill on 011 691 6900 or This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

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