Paint the Town Red

The 2025 summer push put Vodacom's Just4You value deals into Tembisa at street level. The goal was set upfront: a mix of brand, marketing and product material rolled out to live in Tembisa.

Before any wall was chosen, the route set the density. Dividing it by each format's count gave every format its own rhythm, so the campaign wouldn't clump around the single touchpoints and go quiet everywhere else.

This resulted in a minimum of 350m between Vodacom's brand visibility across over 30km's of route in Tembisa.

A route plan providing live navigation guiding the team on the ground which routes have confirmed density. This ensured that no work would go off track, without requiring additional confirmation.

A sizing platform, built to match every measured wall to one of multiple layouts, so crews on site weren't improvising. This ensured we'd maximise product message size without the need for a mockup or time to revise.

Two measurements in, one layout out

That was what the paint team needed on site. The campaign came in multiple layouts, and every wall on the route was a different size, so choosing by eye at each stop was not optimal.

During the rollout it ran as a platform I built. Designed to be taken to market: crews measure on site, the platform picks the layout instantly, and the brand team maximises on coverage for a larger brand impact.

• Measure. Width and height of the paintable wall, in metres.
• Fit. Every layout is scaled to the wall with a working margin, and the one that covers the most wall wins.
• Log. Each wall is tracked by size, and coordinates.