When we’re asked by creatively driven and leading integrated marketing communications network MullenLowe SA to partner with them in pulling off a very challenging project, we rise to the occasion.
This was the case early in mid 2017 when MullenLowe called us in to work our magic and produce as well as publicise a special event for Client, the International Finance Corporation (IFC), a member of the World Bank Group.
The challenge lay in converting (in one morning), an incomplete and very dusty building site in Johannesburg’s Maboneng precinct (identified by Client located in the USA) into an upmarket presentation space that would fulfill a number of objectives. Among these were to demonstrate the foresight and excellence of IFC’s EDGE Buildings: Build and Brand Green product; to suitably invite and host all guests, to reveal EDGE’s early adopters as exemplary role models, to create a moment of truth to electrify the market, furthermore, to enable its leaders shine in front of their peers, as well as to host media interested in reporting on the event. All in a way that would set a new standard for what EDGE can accomplish around the world!
Minimising risk on the construction site was a priority. The event was to be attended by South African business leaders who steer innovations within the private residential property market. Ensuring that the catering, décor, audiovisual equipment, staffing, security, photographs and programme elements were superb was essential.
Here’s what our client had to say afterwards: “Your team were the picture of calm, and how you took a grubby construction site and turned it into a polished silver, blue, and green jewel with such exquisite nibbles is unforgettable. If only we had you and your team in every EDGE country in the world.” Rebecca Menes, Global Marketing Lead, EDGE.
By the time the morning of 11 August 2017 rolled around, Drivelines Studios, a trendy and edgy new residential complex in the process of being created from up-cycled shipping containers, had been transformed by the Twiga MullenLowe SA partnership into the perfect backdrop for IFC’s prestigious EDGE event.
A number of influential industry leaders and their management teams from the finance and property development sectors in South Africa attended and addressed their colleagues on the imperatives of building green. They included Harold Spies, CEO and Founder, Similan Properties; Stephen Brookes, CEO and Founder, Balwin Properties; and Rob Wesselo, Country Director, International Housing Solutions.
By publicising this event through media which report on news about the built environment, Twiga was able to raise awareness about EDGE being accepted and endorsed by South African business leaders and at the same time was able to educate industry professionals hereto unaware of Edge being available in SA. See examples of this published coverage here: Engineering News, South Africa Affordable Housing, Africanism, Construction World, Development News Magazine.
Here are some pics:
For more information on how Twiga Communications can take your brand to the targeted consumer, contact Franco D’Onofrio on firstname.lastname@example.org or go to www.twigacommunications.co.za. Get social with Twiga @TwigaPR