The most jaded Londoner could have been forgiven for doing a
double-take when a large, purple figure appeared in front of them on the
The magenta-clad executive was drafted in for the launch of a bus-rear
advertising campaign promoting the business website
Smith Directories is running a pounds 2 million national campaign
It has booked 500 lower bus rears in London, Birmingham and Manchester,
and an additional ’mega rear’ in the Capital to guarantee high
The bright magenta ads, created inhouse by Smith Directories, have been
designed to be as intrusive as possible. This was demonstrated during
the launch when the mega-rear bus cruised through the City, accompanied
by the magenta man and several identically dyed women handing out
postcards and balloons.
TDI said the mega-rear would run for four months on the Number 25 bus
route straight through the City, targeting Smith Directories’ key market
of business people.
SmithDirectories.com is described as a ’a virtual bookshelf of
industry-specific directories and useful links ’.
Mike Oakley, marketing director at Smith Directories, said: ’Bus
advertising gives us a rare opportunity to raise awareness right in
front of our core audience.’