13 July, 2005 Press Release COCA-COLA BACK WITH A BLING ON THE JOZI SKYLINE Coca-Cola has made a dazzling return to the Jozi skyline with an innovative billboard of dramatic proportions. "As one of the world's largest free-standing, self-illuminated animated signs and a first on the African continent, it's bigger, brighter and funkier than anything we've seen in the country to date," says Delia Maloney of Coca-Cola. On the evening of 13 July 2005, stakeholders and media were treated to a dramatic reveal of this newest Jozi landmark signage from the Top Star Drive-In, south of the city centre; this included an exhilarating helicopter flip, providing guests with a close-up of the 12 m high structure, comprising 1,2 million LED* "tubes". Located above the Marble Towers building (cnr Pritchard and Von Wielligh streets) in downtown Johannesburg, this unique, four-sided, free-standing giant towers some 140 m above groundlevel, with full-colour animated images boosting its unrivalled brilliance. "Think of a massive, animated colour screen ­ that's our new billlboard," explains Maloney. "Coca-Cola is an iconic brand, with the Spenserian script, contour bottle and dynamic ribbon being easily recognisable. But with the LED* technology we're using it's so much more than just a static, two dimensional sign with our logo and other branding elements displayed on it. Being able to display moving three dimensional images gives us enormous flexibility and means we can interact closely with our target audience before a music concert, a Coke Cup game or on special occasions ­ the opportunitties for communicating are endless and fun!" enthuses Maloney. "Coca-Cola has in the past owned landmark signage, but the difference is that we're raising the bar by acquiring new, innovative and experiential platforms in and on which to connect with our target market," explains Maloney. "We kicked off the process with the recent launch of the Coca-Cola Dome, a key venue for music concerts, and the next step has been signing a 5 year contract with Marble Towers for the first LED* sign in South Africa." By acquiring this sign, and in a move befitting its iconic status as the world's number one consumer brand, Coca-Cola has put Johannesburg on the international technological map. What has been dubbed "Jozi's Biggest Turn On" means that our city now joins a select global community comprising only a handful cities which are homes to these spectacular outdoor signs utilising this particular technology. We're up there in the company of cities and locations like Hong Kong, Shanghai, Times Square in New York and Picadilly Circus in London. /ends *light-emitting diode For more information, please contact : Julian Bryant (Coca-Cola) Direct Line: 011-644 0787 Cell: 082 419 0578 or Laura Vercueil (The Event Production Company) Cell: 082 9202574 Email: laura@eventcompany.co.za For photographs of the launch function please contact: Laura Vercueil Tel: 27 11 883 0470 Fax: 27 11 883 0950 Cell: 082 9202574 Email: laura@eventcompany.co.za ADDITIONAL INFORMATION COCA-COLA LED* SIGN TECHNICAL SPECS It has taken 15 artisans and three engineers eight consecutive weeks to mount the LED* tubes and test each joint. Location: top of Marble Towers Building, cnr Von Wielligh & Pritchard Streets in downtown Johannesburg. Height of base: 33 floors or 140 m from ground level Size of sign : 44 m x 32 m x 12 m Sign consists of 7250 LED tubes Each tube comprises 144 LED's Each tube has 2 power cords = 14 500 power cords in total Each tube has 2 data cables = 14 500 data cables in total Each power cord has 3 joints = 43 500 joints in total The above quantities can be multiplied by two (2), allowing for feed to power and control boxes. Each tube has 4 screws and nuts = 29 000 screws and nuts in total Each tube has 4 pop rivets = 29 000 pop rivets in total There are 609 rows of tubes Each row has 48 pop rivets = 29 184 pop rivets per row Total pop rivets = 58 184 Steel content: 48 tons and 1860 square meters of IBR (intermittent broad rib steel) sheets Power Consumption: Each tube uses 15 watts = 108 750 watts