Lagos experiences first water advertising

Some parts of Lagos State are gradually moving to mega status, even though many other areas are still under squalor, as Ikoyi, the high-end part of the state experiences international outdoor advertising display on water.

The launch is the first water projection advertising in Africa. The advert brings it beauty at night as it is a night time advert projection. The water serves as the projection background, which is best viewed from above.

This is coming following the approval by Lagos State Signage and Advertisement Agency (LASAA) for the deployment of facilities and infrastructure to support the launch. According to George Kayode Noah, managing director of the agency, “this is another format for outdoor advertising, which provides a unique canvas for a variety of projected media like digital video projection, laser graphics, large format slide projection, and may also be used to produce vast and seemingly holographic imagery.”

Digital water advertising offers a good blend of art and technology with a natural canvas, Noah noted. It is a technique used more and more frequently and, in the right situations can truly make the public step back and admire the brand’s creativity.

With this launch, Lagos will be added to the list of other cities like New York where Nike launched its Melo 8 campaign at the Hudson River, Toronto Halifax during the Nissan Altima product launch and Dubai global village to mention a few, where digital water advertising is delivering remarkable value to brands, he said.

It will be recalled that similar technology was deployed by LASAA, though not for commercial advertising purposes, during the last Lagos 2012 countdown.

Noah also used the opportunity to enjoin members of the outdoor advertising industry “to continuously find new cutting-edge advertising solutions and ideas in delivering value to their clients.”

On the other hand, Sesan Ogunro, managing director, Spot on Media, expressed great appreciation to LASAA for the approval given to his organisation to deliver the project, noting that “this project has come a long way and we are glad we are in the vanguard of this vision.”

LASAA, an agency of Lagos State established in 2006, is responsible for the control and regulation of outdoor advertising. The agency as part of its plans is currently developing a signage and outdoor advertisement master plan for the street-scape of Lagos.