This post was sent as a newsletter on 27 May 2019. While it is already outdated – especially in light of South Africa’s poor performance on the international stage, the concept can still provide food for thought.
Sponsors are now, even at this late hour, threatening to pull out unless independent sign professionals act as sign umpires and declare the CWC signage free of ‘secret signage‘ or visual interference.
Whilst ‘secret signs‘ seems an oxymoron, ambush marketing is taking totally new direction with this new technique. Signage at events like the CWC form a large and important part of a sponsors investment in visual communications. So the possibility of having this offset by an ambush marketer is creating havoc behind the scenes..
The real nub of the problem is that the ambush signage can be done by a small ninja group who can do this in a very short space of time – even inside the sign company’s, or sponsor company’s, premises.
This ambush message will show up on fixed signage – particularly those large billboards that form an integral part of the stadium landscape. The technique has been to overprint the sign with a fluorescent ink that only shows up on the TV camera’s – in exactly the same way as the white cricket ball is treated to give it more visibility. The technology that was painstakingly developed for the white ball to solve the on screen visibility problems has now been hijacked. We are not yet sure what the revealed message will be – or was supposed to be – but you be assured that some sponsors are now very anxious. Stand by for some exciting viewing!
Calls have been made for all involved signage companies to stand by a new code of conduct that will ensure that they secure the signs from manufacturing floor through to installation.
You will be pleased to know that SignForce is a founder signatory to this new protocol. This was an easy decision for us, as we have always taken the greatest care of our work – from conception to installation.
Of course the above is just a spoof, but you never know . . .
Standing by to do some ‘innovative’ signage for you soon.
Thanks for reading, hope to see you soon.
The SignForce Team
contact us on firstname.lastname@example.org
Tel: + 27 (0) 11 440 7524 / 5