When searching for an out-of-home advertising option that provides large-scale exposure and excellent return on investment, Bidvest Bank opted for Graffiti's branded metered cab platform. The vehicle branding and transit media specialist recently branded cabs on behalf of Bidvest Bank as part of their 2013 World Currency Card advertising campaign.
Split between Johannesburg and Cape Town, the vehicles carry different creative executions, each showcasing one of Bidvest Bank's 14 different World Currency Cardoptions. These unique pre-loaded currency cards offer South African travellers the opportunity to convert Rands directly into the currency of their destination country, without having to incur the currency conversion fees from the traditional dollar, pound or Euro. Currencies offered by the diverse travel card range span from the Australian Dollar and Chinese Yuan, to exotic currencies such as the Israeli Shekel and even Thai Baht.
Head of Marketing at Bidvest Bank, Jodi Raviv explains the rationale behind the branded cabs to promote this extensive product suite, "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. 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."
Adds Graffiti Managing Director, John Rice, "The cab advertising option suits Bidvest Bank's World Currency Card campaign particularly well in that travellers coming in- and going out of the country can make use of this particular financial product. The fact that the vehicles tend to concentrate around high travel areas such as airports and hotels makes them an ideal medium for the particular messaging behind the World Currency Card campaign."
Raviv notes that the cabs are proving to be very impactful. "We've had encouraging feedback from people who claim to have seen our cabs everywhere. Due to the advertising medium's uniqueness, the cabs are eye-catching so people tend to think there are far more Bidvest Bank-branded vehicles out there."
Ends Rice, "Bidvest Bank has also chosen to reinforce the communications message on the exterior of the vehicles, with information brochures explaining the product offering inside the vehicles. This clever use of the medium contributes to people's understanding of the product and increases the possibility of a future World Currency Card purchase."
Bidvest Bank's cab advertising campaign forms part of a through-the-line national communications campaign for the World Currency Card suite which also includes TV, print, digital and social media as well as public relations elements.
To find out more about Bidvest's World Currency Card options visit www.bidvestbank.co.za
For further information regarding vehicle branding and transit media contact John Rice at Graffiti on (011) 691 8400/08.