| ComutaNet, Africa’s largest commuter media
organisation, and television giant eTV, have signed the biggest
ever bus advertising deal for the television industry in this
country. Intent on creating top of mind awareness for the daily
soap Backstage, eTV utilised one of ComutaNet’s comprehensive
media platforms that reach South Africa’s economically active
population, by branding ten full back LED and 12 mega buses travelling
along arterial routes in Johannesburg and Cape Town.
Positioning the Backstage production as a cutting-edge, funky,
multi-racial youth programme, the 22 buses are vividly branded
along each side and across the full back with eye catching Backstage
graphics that include images of the cast. Adding an attractive
and innovative element to these highly visible buses is the
inclusion of LED screens at the back of the buses displaying
a information about upcoming episodes.
Says Brian Lindquist, ComutaNet Sales and Marketing Director,
"Bus advertising is a powerful medium as these vehicles
ply major urban arterial routes accessing densely populated
cities making them immense moving advertisements. It is economical
and achieves among the highest recall within our media platforms.”
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“We required the campaign to be accountable,
unavoidable and full of impact. The innovative use of LED screens
on buses will entice commuters and have a long-lasting impact
on motorists and passers-by, generating maximum exposure, recognition
and brand retention for Backstage. We anticipate this is the
first of many to come!” he says.
“We are embarking on this innovative venture with ComutaNet
because of our ‘thinking out of the box’ marketing
strategy. Our viewers are of utmost importance to us, and we
want to take the message right to them,” comments Michelle
Kirby, Marketing Manager, eTV.
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