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Every Easter, millions of South African Zion Christian Church’s members journey to Moria in Polokwane to worship together. The logistics involved in transporting such large numbers of worshippers hundreds of kilometres even require the organisers to hire 80% of the Putco Bus Company fleet.

Recognising a superb marketing opportunity to millions of like minded, captive people, ABSA and ComutaNet took the opportunity to brand buses, with ABSA’s Micro Loan clear and succinct call-to-action.

These buses each ensure ABSA’s marketing communications, applicated across the full back of each bus, were seen by virtually every Moira Church member. In addition to the passengers, many of the vast demographic living and working in both Johannesburg and Tshwane, the pick up and drop off points for the worshippers, saw, and continue to see, the promotion.

Each of the selected buses provide 500 000 opportunities to see on a monthly basis and are 11 times more impactful than static billboards (AMPS 2007.) When these vast mobile billboards manoeuvre through the traffic on their major arterial routes they become ‘in-your-face’ advertising, impossible to miss, delivering a clear message to potential clients.

Says Gavin Ritchie, GM Sales and Marketing ComutaNet,” When large numbers of commuters attend massive, restricted events, bus branding provides exceptional impact. Exposure to the brand does not only occur at the event, but also at the various commuter nodes and of course on the road and at petrol stations to and from the event.

This campaign runs until the end of June.