Bidvest Bank is using Graffiti’s branded metered cabs as one of the platforms in its 2013 World Currency Card advertising campaign.
Two executions
Split between Johannesburg and Cape Town, the vehicles carry different creative executions, each showcasing one of Bidvest Bank’s 14 different World Currency Cardoptions.
The bank’s pre-loaded currency cards offer South African travellers the opportunity to convert rands directly into the currency of their destination country, without traditional currency conversion fees.
Different message for different environments
“In Johannesburg the cab advertising option provides excellent exposure in a rather cluttered outdoor environment. The mobility of the vehicles and the locations they regularly visit means they are seen frequently by our target audience,” says Head of Marketing at Bidvest Bank, Jodi Raviv. “In Cape Town the cabs provide a great solution to the limited out-of-home options available to advertisers and, as a result, they become highly-visible.”
Two-pronged awareness
The bank’s external branded message is complemented inside the cab with information brochures explaining the product offering.
Bidvest Bank’s cab advertising campaign forms part of a through-the-line national communications campaign for the World Currency Card suite. The campaign includes TV, print, digital and social media as well as public relations elements.
www.graffiti.co.za or tel: 011 691 8400/08.
