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Implemented by vehicle branding specialist, Graffiti, the branded airport busses form part of a broader soccer-focussed national advertising campaign that includes large-scale advertising within the airports which is also supported by print, radio and TV advertising.
Created by Mortimer Harvey, three separate creative executions adorn the busses with the intention of alerting travellers to the Absa Rewards Programme as well as the Absa/Visa FIFA credit card and the Bank's Bafana Bafana sponsorship.
Commenting on the decision to brand the airport buses, Absa Group Executive - Group Marketing, Angie Burton says, "The airside busses are able to provide us with fantastic exposure to both local and international travellers during June and July and it's a great opportunity to establish Absa as an international brand through its relationship with Barclays. We want to ensure that Barclays customers visiting from all over the world are made to feel welcome and at home with Absa."
Logistically the implementation of the Absa branding was no simple task. Due to the demand for the busses to run on an almost 24-hour basis, branding the vehicles had to take place at night during the very limited down-time afforded the vehicles.
Graffiti Managing Director, John Rice, believes the airside busses are the perfect medium to capture the attention of visitors over the next two months. "Literally, the first thing that any visitor will see when disembarking from their flight, will be the branded bus that takes them to the terminal building. The first local advertising communication they will receive will be the message carried by that vehicle and Absa busses have been specifically branded so as to capitalise on this captive audience."
For further information regarding out-of-home branding opportunities contact Natalie Cloete at Graffiti on 011 691 8400 or 083 443 9738 |
