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Aimed at creating major impact for its world-renowned lager, Castle, local brewing giant SAB has partnered with Wideopen Platform, a Primedia Unlimited subsidiary for a six month outdoor campaign, in the heart of Johannesburg.

Wanting to reach its objective of communicating big brand stature in prime position, SAB has secured Wideopen Platform’s mega site at 60 Juta Street, which spans a bold 1300m˛, allowing the Castle creative to benefit from high exposure as the site is visible to an approximated 120 000 cars per day which pass through the streets between Nelson Mandela and Queen Elizabeth Bridges.

“The Castle wrap definitely creates a stark contrast against the monochromatic cityscape. The size undoubtedly reinforces SAB‘s positioning of big brand status,” says Caryn Cohen, CEO at Wideopen Platform.

Responsible for many of the pioneering outdoor advertising projects seen in South Africa in recent years, Wideopen’s four year old urban structure at Juta Street hosts XXXXL outdoor advertising, temporary in nature which leaves no long-term impact on the environment. Its resulting advertising presence has quite literally changed the face of one of the city's prime traffic areas.

As the South African subsidiary, SAB Ltd is still the largest contributor to SABMiller’s global earnings and is the world’s largest brewer by volume.