'Urban Takeovers' enables advertisers to leverage the continent's largest network of DOOH inventory, which includes thousands of digital screens across malls, forecourts, lifestyle venues and roadways to create an immersive, city-wide presence linked to high-profile events, such as the Cape Town Jazz Festival, Two Oceans Marathon music festivals and more, says Polygon. 

Remi du Preez, Managing Director at Polygon, says, "Events provide an exciting opportunity for brands to establish emotional connections with their audiences. 'Urban Takeovers' is a 'takeover tactic' that allows DOOH campaigns to be built around 'hotspots' — areas that become abuzz with people during a specific period or event, whether it be a large or smaller, regional event."

Polygon says its sports and events division is led by Fearne Gilson, who brings significant experience in the sports marketing field and has an in-depth understanding into the mindset of sporting event-focused audiences.

For advertisers that are not official event sponsors but who wish to tap into audiences connected to a particular event, Gilson says that they can employ guerilla-style tactics by engaging Polygon's screens to convey topical brand messages without overstepping official sponsorship parameters.

"Unlike traditional sponsorships — where exclusivity clauses and high costs can limit opportunities — Polygon's solution allows brands to 'piggyback' on the excitement surrounding major events or connect to these audiences without needing to be official sponsors," Gilson adds.

For sporting teams, hosts or sponsors, consumers can be targeted with compelling storytelling at every touchpoint — building anticipation before the event, amplifying the excitement on the day of the event, and maintaining engagement in the days that follow. "You're essentially catching consumers on the metaphorical 'fanwalk,'" says Gilson.

Du Preez concludes, "Historically, OOH has always been the marketing medium best suited to human gatherings and celebrations, popping up in — or driving people to — places where passions are shared among a community of people. 'Urban Takeovers' revolutionises how brands connect with audiences, turning major events into high-impact marketing moments. Whether as sponsors or savvy opportunists, advertisers can harness our DOOH network to amplify reach, spark excitement and stay at the heart of the action."

For more information, visit www.pdooh.co.za. You can also follow Polygon on LinkedIn. 

*Image courtesy of contributor