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South African Graffiti brands Gauteng’s London Cabs to promote PUMA Social Club
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network2media Bureau   
Thursday, 10 February 2011 09:00 (IST)
GAUTENG: Sportswear giant PUMA recently hit the streets of Johannesburg with an all-new look. Five branded London Taxi Cabs have been decked out in night-time black, complete with bold fluorescent, reflective detailing, all designed at drawing attention to the city’s much-anticipated PUMA Social Club.

Implemented by vehicle branding specialist Graffiti, the branded London Cabs form part of the PUMA Social Club’s large-scale advertising campaign, aimed at generating interest and hype around this popular global nightlife experience. This late night, social event pays homage to the after-hours athlete and incorporates sports such as darts and table tennis alongside a fantastic local music line-up.

Each of the five branded vehicles has been branded with teaser-type information conveying the event dates and the URL at which to obtain further information on the Johannesburg PUMA Social Club. The London Cabs are further supported by other urban media including posters and flyers, as well as large format outdoor advertising, TV, radio, Facebook and Twitter campaigns.

PUMAComments PUMA Marketing Director, Brett Bellinger, “The PUMA Social Club London Cabs made their first appearance in Cape Town for our December PUMA Social Club where they proved to be particularly effective at generating interest in the event. The reflective treatment on the cabs is particularly impactful at night and ties in the PUMA Social Club concept of the night-time sports experience.”

GraffitiGraffiti Director, Natalie Cloete adds, “PUMA’s ‘After Hours Athlete’ concept lent itself towards a campaign that gained its maximum impact at night, hence, the idea to go with the reflective vinyl, which is highly visible at night and garners a great deal of interest. We were delighted that PUMA chose to repeat this campaign with their Johannesburg event and are confident they’ll have the same success with the new campaign.”

The PUMA Social Club takes place in Johannesburg from 10-12 March.

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