The wrap of both the eastern and western elevations of the Orion building features a man hard at work on a motor engine, the pay-off line "Choose the cleaning power of Caltex with Techron". Each of the elevations consist of three mesh banners, measuring 48m high and 15m, 9m and 6m wide respectively. The wrap supports and enhances existing Caltex television and print campaigns.
"Orion is in a prime traffic flow area with high visibility to people travelling both east and west," comments Caryn Cohen, Wideopen Platform CEO.
"Situated as it is on a major gateway into and out of Johannesburg, this location gives maximum exposure to one of the country's leading brands, as well as reinforcing the clean engine impression already created in people's minds through TV and print."
Running from June to December 2006, Caltex's national campaign places strong emphasis on exposure in major metropolitan areas - such as Johannesburg's major highways.
"Important from the client's point of view was that they dominate the consciousness of our upper LSM travelling public, in a key geographic area," concludes Cohen. "This has been achieved and I'm sure the site will have real impact for the duration of the campaign."
