The creative, by Lobedu Leo Burnett, covers the entire vehicle including the windows, which is a first for double-decker buses in South Africa.
"By using photography and clever graphics, we made the front of the bus look like the back, and the back look like the front," explains Lobedu Leo Burnett creative director, Vanessa Klevansky. "This is a first for South African bus advertising. The bus is fully branded with a complete wrap, including the windows, to complete the illusion that passengers are facing forward – in the opposite direction! This is achieved by using specialised contravision material which allows passengers inside to see out.
She elaborates: "A bus is a mobile medium that we are all used to seeing in our everyday lives. By making the bus look completely different to anything anyone's ever seen – we are using the medium in a very exciting new way. When the bus is going forwards, it looks as if it is going backwards – it is twisted!"
Leveraging the bus element of the campaign, Starcom has negotiated a call-in competition with popular youth radio station Yfm, during which callers can win product hampers and enter themselves into a cash draw for R10 000. The primary insight for Twist's target market is, "if you are one of us and you know where to look, life can be exciting".
The competition will culminate in an Outside Broadcast bash. "We are targeting the youth market who generally have busy and exciting lifestyles, so the campaign had to not only attract their attention, but encourage them to try a soft drink brand they identify with," says Ann Fenn, Media Strategist, Starcom.
Owlhurst Communications for Starcom
Meropa Communications on behalf of Altmedia