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South Africa's Finweek targets English, Afrikaans readers
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network2media Bureau   
Monday, 25 October 2010 09:00 (IST)
Premium bus branding used SOUTH AFRICA: Finweek’s outdoor advertising campaign is appealing to both current and prospective English and Afrikaans readers using an effective voice and message on SP Media’s branded buses.

Carefully chosen routes to maximise exposure to target audience In order to achieve high awareness on a daily basis and in peak hour traffic over a three month period, Finweek turned to SP Media to brand a number of single and double decker buses.

Says Charl Timms, SP Media’s CEO, “The campaign is aimed at the higher LSM income bracket which means bus routes had to be carefully chosen according to the areas where the target market will be exposed to the message. The chosen routes are mainly in the northern suburbs of Johannesburg but we also had a Finweek branded bus present in the Eastern suburbs as well as one in the Southern suburbs.”

Bus wraps delivering value for the brand In total, nine single deckers with branding on the backs and sides and four fully wrapped double deckers carried Finweek’s branding.

“Because all the buses run at peak times in the morning and afternoon there is maximum exposure of the Finweek brand being advertised,” says Charl. “This is one of the many reasons that bus branding is so successful.”



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