Billboard Ad a Hit Thanks to Jem ZR33 Hi-Mass

Wednesday, March 12, 2008 || Martin Professional

Standard Bank of South Africas desire to promote the Standard Bank sponsored 20/20 World Cricket Cup tournament hosted by South Africa prompted outdoor advertising company Signman to submit an unusual request: blow smoke from an outdoor billboard all day everyday for a full month.

Des Gobey from Signman called Chris Bolton at Keystone Gear with the request and after a quick call to Martins South African distributor Electrosonic the solution was found - the Jem ZR33 Hi-Mass - an extremely reliable, powerful, DMX-controllable fog machine.

Smokin sign

The concept was to show a cricket player hitting a ball that trails smoke, suggesting speed. The brief was to have the smoke machines running for about 18 hours a day, letting off a puff of smoke every 30 seconds for passing motorists to see. Three outdoor billboard sites were chosen: Wanderers Club, M1 South Motorway in Newtown, and the Wedge Shopping Center in Rivonia.

Fluid logistics

This meant plenty of logistics in keeping the machines full of Jem Smoke fluid for the full month. Keystone Gear built a semi-weatherproof enclosure with a fan system to keep the air flowing around the ZR33s. A super large 25 liter tank was incorporated as well.

Warren from Keystone had the unenviable task to drive around all day, climb up to ridiculous heights and refill the machines twice a day, which was practically all he did for the entire month. A total of 1600 liters of Jem ZR Smoke Fluid was used over the month period.

Billboards a hit

The billboards received extensive media coverage and were nominated for an award for innovative advertising during its run. The client was ecstatic and the billboard superseded all expectations of traditional billboard advertising. The ZR33s weathered the month with no problems and are back in Keystones rental inventory, a true testament to the No. 1 smoke machine in South Africa.