Implemented by vehicle branding specialist, Graffiti, the new mobile media campaign includes 12 branded London Taxi Cabs and forms part of Visa's broader 2010 FIFA World Cup™ integrated advertising strategy which also includes extensive branding at key international transit hubs in South Africa, commuter buses and other outdoor media.
Created by TBWA Hunt Lascaris, the campaign, entitled “Go Fans”, is a creative platform that places the fan at the centre of the event. This campaign showcases the fan's passion for soccer through an emotive creative delivery rather than focusing upon the game itself or the famous players. Comments Visa Marketing Manager, Nadine Mouton, “Whatever it is that fuels and enriches your soccer experience, your Visa card provides the access.”
The latest London Cab installation is Visa's third creative execution, having successfully utilised the medium for the past 18 months. In this instance, in addition to the exterior branding of the vehicles, Visa has also chosen to brand the interior flip seats with the new “Go Fans” creative, thereby reinforcing the advertising message once the consumer has entered the vehicle.
Mouton explains, “The branded cabs really have proven to be an impactful advertising medium for the Visa brand. As moving billboards, they speak to an extensive audience of both local and international consumers and, with the newly branded flip seats we are now able to continue communicating with the customer once he or she is inside the vehicle.”
Adds Graffiti Director, Natalie Cloete, “From the outset, Visa has been extremely proactive in its London Cab advertising. They have kept their creative fresh in order to keep consumers interested. With the incorporation of the branded flip seats, Visa really is utilising the medium to its utmost effectiveness.”
For further information on branded vehicles please contact Natalie Cloete at Graffiti on (011) 691 8400/08.