Graffiti puts the 'Monster on The Road' for Puma Ocean Racing
Thursday, 17 November 2011 09:00 (IST)
CAPE TOWN: Cape Town's drivers beware, there is a Monster of the Sea - on the road! In fact, thanks to vehicle branding and transit media experts Graffiti there are Mar Mostro 'Monster of the Sea' branded mini cabs currently on the roads for sporting giant, PUMA.
Designed as a teaser campaign aimed at highlighting PUMA's role as both a participant and sponsor of the Volvo Ocean Race 2011 – 2012, the ten branded mini cabs have been designed to mimic PUMA's Mar Mostro Volvo Open 70 monohull sailing vessel, which will enter Cape Town waters around November 25.
Each mini cab depicts giant red octopus tentacles which envelop the white vehicle as if crushing it. The cab has been cleverly designed to appear as if dented by the tentacles and the rear passenger window has even been made to look like it has been smashed by the pressure of the monster.
PUMA South Africa, marketing director, Brett Bellinger, explained the rationale behind the decision to brand the mini cabs, "The Volvo Ocean race is a huge event taking place at Cape Town's waterfront and there are generally large numbers of seasonal tourists, as well other general public traffic in that area. The mini cabs form the perfect medium to attract people's attention to PUMA's involvement in this year's race, as they are in and out of The Waterfront throughout the day. They also offer both a day and night-time branding option for us as the cabs operate 24/7 and can be spotted wherever they are."
Added Bellinger, "The branded cabs form part the starting point of PUMA's large scale above-the-line campaign around this event which includes radio, print and a number of online podcasts. These will be supported by a number of general activations and promotions within Cape Town and at The waterfront during the period in which the Volvo Ocean Race is in town, so there will certainly be PUMA brand recognition once the yachts enter Cape Town waters."
In addition to the communications campaign, PUMA will also have a pop-up store in the waterfront's specially allocated 'PUMA Quad' which will include both a retail section and a bar.
Graffiti Managing Director, John Rice said, "The PUMA Volvo Ocean Race mini cabs are a particularly clever branding execution as they have been designed to tie in perfectly with the Mar Mostro boat itself. The giant octopus tentacles wrapped around each vehicle are particularly graphic and the whole look certainly catches your eye."
Whilst Cape Town residents and visitors might not understand the significance of the monster octopus tentacles upon first spotting the branded cabs, when the Volvo Ocean race enters local waters between November 25 and December 11 and PUMA's Mar Mostro is spotted, there will be an immediate understanding of the unique advertising concept.
Ended Bellinger, "Branded cabs have worked as an advertising medium for PUMA before and the Mar Mostro branded cabs are certainly doing a fantastic teaser job by generating a great deal of interest and awareness. This will be further reinforced with the Mar Mostro yacht itself arrives in Cape Town and people can associate the vehicles with the vessel and the event – but right now there is a monster amount of attention around the vehicles alone!"
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