Paris Hilton wears them. So do Claudia Schiffer and Drew Barrymore. Zac Efron does too. But Rage against the Machine do not. Now South African buses are wearing Guess jeans in a sexy and streetwise out of home campaign that has heads turning.
“Over a five-month period which ends in February, Guess Jeans wanted large visual branding to amplify the impact of its brand,” says Charl Timms, CEO of SP Media.
Timms said that “buses were the perfect medium for Guess Jeans to achieve its objective of reminding and enticing consumers to purchase its jeans as part of its overall media campaign”.
The exteriors of the buses are viewed by motorists, while interiors are viewed by commuters who travel on the buses. The 450 mobile media units are exposed to traffic, motorists and pedestrians for a period of eight hours every day which means an average of 2.1 million pairs of eyes viewing the advertising on a monthly basis.
“For this type of campaign buses were the perfect medium for Guess Jeans to achieve its objective of reminding and enticing consumers to purchase its jeans as part of its overall media campaign,” Timms added.
“This is an international label that creates an image of sexy and exciting fashion. Get into a pair of Guess Jeans and you’ll understand why supermodels all over the world want to be seen in this streetwise brand.”
In the recent Autumn 2011 fashion shows, Guess has revealed a ‘back to the roots’ theme that sees key, vintage pieces updated, and a return to the deep indigo and authentic washes in terms of colour.
