EPIC Outdoor, a leading name in large format and high-impact static and digital out-of-home media solutions has collaborated with Garmin to launch an innovative and eye-catching campaign for the new Garmin Forerunner 165 series watches. The three-month campaign ran from 1 April to 30 June 2024 and was strategically situated at O.R. Tambo International Airport in Johannesburg.
The timing of this campaign was significant. Garmin, known for its tactical and dynamic campaigns, sought to captivate the attention of the thousands of runners and their supporters passing through the airport en route to major marathon events, such as the Two Oceans Marathon in April and the Comrades Marathon in June, as well as cyclists heading to various races around the country. EPIC Outdoor delivered an exceptional execution that combined cutting-edge technology and creative design to create an unmissable visual experience.
Forward-thinking Design and Execution
The campaign centred around an iconic wall at the domestic departures check-in area. To enhance the impact of the campaign, EPIC Outdoor incorporated several groundbreaking elements:
Working hand in hand with Garmin to conceptualise the campaign, Epic Outdoors’s creative department managed to design, build, and execute to compliment and highlight the sophisticated Forerunner. Features in the display included:
● 3D Replica Watches: Four life-size 3D models of the Garmin Forerunner watches were meticulously crafted to replicate the actual products. These models were intertwined, mimicking a visual effect from one of Garmin’s promotional videos.
● Mixed Media: The installation featured complex sophisticated printing techniques ensuring the highest levels of sophistication to match the sleek look of the watch. The vibrant colours of the watch series – turquoise, raspberry, black and white – were featured and LED strip lighting allowed for a dynamic and engaging display.
● Spotlighting the Tagline: The campaign’s tagline, “train brilliantly,” was brought to life with bright internally illuminated lettering, ensuring the message stood out in the bustling terminal environment.
Captivating the target market
Archie Rankhododo, Garmin’s MarComms Manager Sub-Saharan Africa noted that the strategy for introducing the first entry-level AMOLED screen running watches to the market was to make a big and bold impact. “The announcement of the watches came at the perfect time as the marathon season kicked off. Our goal was to capture and captivate the audience travelling to and from O.R. Tambo International Airport, heading to the major marathon destinations around the country. EPIC Outdoor made that happen epically. Bravo to Daniela and the team. You truly exceeded our expectations.”
“Garmin Southern Africa decided to implement a dynamic 3D execution at O.R. Tambo International Airport over a span of three months. Our primary objective was to raise awareness for the upcoming marathon season. We aimed to reach our travelling fitness audience effectively by strategically placing our campaign in high-traffic areas of the airport, such as the departures entrance,” explains Teagan de Luca, Brand Manager at Garmin. “To enhance engagement, we used state-of-the-art technology, incorporating interactive elements that showcase the features of the Garmin Forerunner 165, emphasising its suitability & key features for marathon training. This immersive experience will not only capture the attention of travellers but also leave a lasting impression, driving interest and sales for the Garmin Forerunner 165 among our target audience.”
Daniela Tommasi, Airport Lead at EPIC Outdoor, added: “Garmin is a fearless brand! As with their devices, they are always open to exploring new, progressive, and exciting territory within the innovation space, identifying airports as a key communication environment in which to, very strategically, capture their relevant travelling fitness audience. We thank them for partnering with us to bring a traditional medium within the airport advertising environment to life with inventive print techniques, lighting technology and 3D extrusions to make their message unmissable within the bustling environment.”
Building on Past Successes
This campaign follows the success of a previous installation for Garmin’s Fenix 7 watch, where EPIC Outdoor created a bold and disruptive 3D mountain effect elsewhere at O.R. Tambo’s Domestic Departures.
By leveraging untraditional spaces and innovative techniques, EPIC Outdoor continues to demonstrate the power of targeted and creative airport advertising.
EPIC OUTDOOR
EPIC Outdoor is an out-of-home media owner that specialises in large-format, high-impact advertising.
EPIC Outdoor was founded in 2016, with no inventory, but with a clear vision to develop inventory to rival some of the largest advertising sites in the industry. Through significant good fortune and much perseverance, we are proud to boast a portfolio that is unique among South African media owners. We offer turnkey solutions from conceptualisation and site development to marketing and securing of revenue-producing sales. We are constantly looking for new opportunities.
With years of experience in large-format site development and sales, EPIC Outdoor is well-positioned to convert your high-profile building, vacant property, or site into a large-format advertising opportunity. If you believe your property may have Epic potential, please get in touch.