To promote unity amongst South Africans leading up to the World Cup, Castle Lager has gone to market with it’s ‘Different Tribes One Voice’ campaign. Wideopen Platform was tasked to execute a large format outdoor campaign to target male consumers aged 20 to 40 in the LSM 5 – 10 category.

Running for eight months, Wideopen’s Westgate Liquors’ landmark building wrap is visible from the M2 East, West and Selby off ramps, offering Castle unsurpassed visibility to LSM 5 -10 pedestrians and commuters. The 997m² wrap will deliver Castle’s message to approximately 138 245 vehicles daily.

Ryan Cohen, Sales Director of Primedia Unlimited’s Wideopen Platform subsidiary says, “Making a big impression fitted SAB’s requirements to capture the attention of the faithful Castle consumer. The strategy behind the campaign is to instil a sense of camaraderie and bring South Africans together through the Castle Lager brand.”

Creative for the Castle ‘Different Tribes One Voice’ campaign was conceptualised by Ogilvy and placed by Initiative Media. The campaign simultaneously flights nationally across TV and outdoor.

Established in 1895 by Johannesburg’s Charles Glass, today Castle Lager is brewed in nine countries and consumed in over 40 countries.

For more on Primedia Unlimited subsidiary Wideopen Platform, visit www.primedia-unlimited.co.za or www.wideopenplatform.com

Issued on behalf of:                  Wideopen Platform
                                                Ryan Cohen
                                                Sales Director
                                                T: +27 11 832 2800

Prepared by:                             Owlhurst Communications
                                                Charlene Dennis
                                                Publicist
                                                T: +27 11 234 6520