Creativity is "the ability to look at something everyone has looked at, and see something no-one else has seen" said the poet Jonathan Swift, way back in the 17th century.
In 2016, driving along Churchill road in Harare, the Alliance Media billboard advertising Red Seal Sadza is echoing this description of creativity. The Red Seal brand is making use of the outdoor advertising space like no one has before. The ad has been described by consumers as “transcending culture, lifestyle and race” and as “telling the Zimbabwean story”.
The creative is simple but striking - a big red steaming pot in the sky! A mechanism was designed to make the pot’s lid lift off, so that the steam (produced within the billboard) can escape. Impactful? Yes. Delightful? Definitely.
But there is still more to this billboard, than the red pot in the sky... It’s evoking a feeling here in Harare. And that’s what the very best ads do. The iconic Zimbabwean brand together with the steaming pot creates a yearning, a craving and nostalgia for the cosiness of a home-cooked meal.
In essence, this creative advertisement ticks all the boxes. It uses the advertising format well by making the surrounding environment part of the ad message; it’s clearly branded and it makes consumers want to go back home to mamma for a Sadza meal.
Alliance Media is pleased to be the supplier of the gantry site to their client, Red Seal, and proud of being part of this much-talked-about structure in Harare. “Due to our in-depth understanding of local market demographics and each country’s socio-economic landscape, we are able to select the most relevant sites that deliver impact and reach, with little media wastage,” says Greg Benatar, Alliance Media’s Sales and Marketing Director.
Alliance Media is Africa’s leader in billboard and airport advertising. All gantry sites in Zimbabwe are exclusive to Alliance Media. Advertising in Zimbabwe can be booked by contacting moc.aidemecnailla@ewbabmiz
or to advertise in any of the 23 countries in which Alliance Media operates, contact the Africa desk at moc.aidemecnailla@ofni
or on +27 11 880 4664.