OR Tambo International Airport hosts over 21 million travellers each year. In a strategic move to promote the
SPAR2U app and Rewards campaign, SPAR South Africa partnered with Motion Icon to create a complete brand takeover at one of the busiest transit spaces in Africa.
The idea was simple. Transform
ordinary, often overlooked spaces into a captivating advertising opportunity.
Motion Icon’s creative team envisioned turning the airport’s escalators into a
striking advert that would visually represent the convenience and excitement of
the new SPAR2U app and Rewards programme. By leveraging the dynamic movement of
the escalators, SPAR created an engaging and memorable brand experience for
everyone traveling through the airport.
IMPLEMENTATION
Motion Icon provides a full
turnkey solution: from concept and design, to cleaning, installation, and
removal. Pre fitment, the professional technicians perform a 10-point safety
check, which typically takes place outside trading hours for minimal disruption.
It took the team 9 working days to install over 860 step panels and 32 side
panels to 16 escalators. Initially set to run for 3 months – the campaign has since
been extended to run for an additional 6 months.
Vivid colours can increase brand
recognition by up to 80%. To visually stand out, Motion Icon’s in-house design
team brought the Spar signature colours and branding elements to the forefront.
From the striking hues to the imagery and messaging – the escalator panel
became the ideal canvas for showcasing SPAR’s latest offering.
VISUAL IMPACT
The Motion Icon and SPAR
partnership proved to be a resounding success. The branded escalators
immediately captured the attention of travellers, transforming an otherwise
mundane part of their journey into an exciting encounter with the SPAR brand.
“Partnering with Motion Icon for the launch of our campaigns was a game-changer. Seeing our brand displayed on the escalator steps made a remarkable impact on consumers and Spar employees. It was a refreshing departure from traditional activations and brought our campaign to life. We are delighted with the results and thankful to the Motion Icon team for an innovative approach, which has significantly contributed to the success of our campaign” – Chantelle Horn, SPAR Group Inland Advertising Manager
As the impact of this collaboration shows, a forward-thinking approach to advertising doesn’t only drive immediate results, but also leaves a lasting impression on consumers. It exemplifies the power of creative marketing strategies. By transforming a simple escalator into the largest moving indoor billboard – Motion Icon has effectively delivered on their high-impact branding promise.
