For leading property development group Atterbury, business is a matter of association. Its latest building-wrap brand campaign leverages business assets and relationships in a mutually beneficial way. The ultramodern new Africa headquarters which Atterbury is co-developing with Attacq in Waterfall City for Deloitte, has proved to be the perfect site for an innovative new out of home (OOH) brand marketing campaign.
“In this building, everyone (ac)counts,” reads the tongue-in-cheek catchphrase, alongside the five-story-high Atterbury logo, wrapped around the southern end of the new R1,5 billion building. Motorists driving past Mall of Africa on the N1 cannot miss it.
While the catchphrase plays on Deloitte’s role as accountants, Deloitte is a multi-disciplinary professional services firm providing consulting, tax and legal, as well as financial advisory and risk advisory services to a multitude of clients across the African continent. The new building, leased by Deloitte in terms of a 12-year arrangement, will house all these disciplines under one roof.
“The N1 between Johannesburg and Pretoria is the busiest stretch of highway in Africa. Millions of commuters pass the site every week and the building’s highly visible positioning, set back from the highway with open space in front, lent itself perfectly to the idea,” says Atterbury Group CEO, Louis Van der Watt. “Atterbury is proud of its role in the development of Waterfall City, from Mall of Africa to the head offices of PWC and now Deloitte and we value our association with these powerful global brands.”
Van der Watt tasked Atterbury brand marketing agency Twisted Toast to create the messaging and visual art for the campaign.
The creative execution was printed on see-through Contra Vision material and applied to the outside of the five-story structure by expert signage professionals who were required to abseil down the building’s façade to execute the wrap. Ad Outpost assisted Atterbury in making the campaign a reality by co-ordinating the massive task of wrapping this huge building that’s still under construction.
According to Twisted Toast CEO Kim Browne, the building wrap of 1 000m2 will remain in place until early 2020, before occupation takes place. “Atterbury truly inspires its partners and suppliers to create work that stands out – quite literally in this case. The company’s positive, can-do attitude is a breath of fresh air and it is a delight for us to work alongside such a dynamic client that believes in a successful South Africa.”