Go Transit has released its latest out-of-home advertising campaign, displaying large format transit ads across buses around Darwin. Publicis Mojo is the brains behind the work.
The ads are created to disguise the bus as a 4WD tour vehicle, with the strapline “don't follow me – I'm going to Bangkok.” AirAsia does low rate tour packages, you see.
You can't beat the logic of Rick Chapman, COO at Go Transit. The appeal of the medium, he said, is "that it is invasive, it reaches people right across the day and night, and importantly it’s a media that can’t – like so many – simply be switched off”.
“We tapped into the consumers very real desire for escape, re-purposing the iconic 4WD 'don't follow me, I'm going fishing' badge of honour. Instead of 'going fishing' we suggest a handful of AirAsia's amazing destinations”, said Joanna Millington, group account director of Publicis Mojo.
Credits:
Creative agency: Publicis Mojo Brisbane
Media agency: Go Transit
