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Umhlobo Wenene, an SABC Xhosa radio station, and commuter marketing company, ComutaNet, branded 15 full back buses in the Eastern Cape, Umhlobo’s principal footprint. The campaign runs from 1st Mar 2008 till the end of August 2008.

The mostly Xhosa speaking radio station, with a massive 4 871 000 audience, is SABC’s second largest and reaches the LSM 1 – 4 and 5 – 7 market. It has been identified that branded buses are the most effective conduit to their listeners and the creative is designed to keep them responsive.

Full Back bus branding covers the entire back of each selected bus providing high levels of exposure and delivering in-your-face mobile communications larger than many stationary billboards. Edgy and fun, and featuring DJ’s looking stylish and cool, anyone commuting behind the bus cannot fail to fully absorb the promotion. A single bus generates 500 000 impacts per month.