Capital Media, a leading media planning agency and buying agency in the Casers group has broaden its service offerings by spinning off an out-of-Home arm – Capital M OOH with the unveiling of innovative scrolling billboards strategically located in the heart of Lagos.
The site located in the ever busy Onikan-Victoria Island underpass, creatively hoists four modern billboards, a record first of its kind development in the industry.
The innovative boards and the well planned and maintained premises have proved to be cynosure of all eyes even as the boards were unveiled in Lagos.
It is unusual for OOH companies to co-locate multiple boards in a location, however, the company with uncanny eye for opportunity identified the location as a very vibrant platform to deliver an unparalleled out-of home media experience and it quickly utilized the opening to provide measurable real time out-of-home service which will justify ad spend by clients.
The other high profile co-location in Lagos is the Independent tunnel, Maryland owned by ClearEdge Outdoor company. However, the touch of creativity and premises enhancement clearly give the edge to this new location.
Explaining the rationale behind the location of the scrolling signs creative billboards, the Managing Director of Capital Media, Tony Udenze, said “when the agency identified the location as a good opportunity to mount eye catching billboards, we were mindful of the fact that it would require creative imagination to bring the plan alive”.
“To ensure it delivered a world class standard sign, Capital Media imported the innovation state-of-the-art boards from one of the best suppliers of outdoor signs in the world, Rotapanel BV International, Netherlands”.
The product consists of four synchronized scrolling signs working together to deliver an experience as you travel through the underpass.
He continues, “the company’s design team, working with Visual Design Associates (VDA) developed the concept that totally excited the management of Lagos State Advertisement & Signage Agency (LASAA) and the focus being to expose media in a friendly environment leveraging the unique features/elements of the location”.
Beyond beautification and upgrade of the location, the report of the traffic survey commission by Capital Media to deepen understanding of the deliverables, he explained, revealed that the location delivers one of the highest traffic opportunities in Lagos.
To keep the board and the area illuminated at night and ensure effective performance even during the day, the agency has provided for two alternative power sources: generator and inverter to ensure an uninterrupted display for clients.
Speaking on the landscaping and beautification aspect of this project, especially in the light of the Lagos State Government agenda for environment and mega city, Udenze said that Capital Media creatively evolved a hard and soft landscape design using a mix of granite, cobble stones, pigmented slabs and indoor plants for the hard landscape, while synthetic turf was used for part of the soft landscape portion. The architecture was in consideration of the fact that the bridge shields nearly 70% of the space from direct sunlight and nurturing plants under this condition would be challenging.
According to him, the Ministry of Environment which has oversight responsibility for landscape projects in Lagos State has expressed delight with the quality of work that Capital Media did at the location.
Speaking at the occasion, the Managing Director of LASAA, Mr. George Noah, explained that although, new sites are hard to come by in Lagos, the agency was excited with what Capital M OOH has done in this location. “This is part of the agency support to the industry and to prove that we will always support creative ideas that enhance the environment esthetically”.
Capital M OOH operates as an arm of the bigger company with Felix Ehikuemen as head of OOH. He reports to Mr. Udenze{jcomments on}
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