Conceptualised by Joe Public, Dial Direct’s new 'Simple Smart' advertising campaign focuses upon the idea of 'Extra Time' inferring that every interaction with Dial Direct is so simple and convenient that there is loads of time left to enjoy the fun things in life.

Each of the fifteen branded London cabs carry a creative execution that reflects the 'Simple Smart' concept or depicts the 'Extra Time' theme. The 'Simple Smart' thinking is conveyed through three different patterned vehicles – one with blue and white checks, one covered in dots and one with paint splats. Another three cabs have been adorned with images of a fun-fair, a tennis game and money which all originate from the concept of 'Extra Time' and are directly linked to the new television campaign.

Commenting on the London cabs, Bradley Du Chenne, senior executive of Dial Direct Insurance says, “We are thrilled with the new ‘Simple Smart’ campaign and believe the unique, eye-catching nature of the London Cabs will go a long way towards generating a great deal of hype and interest surrounding Dial Direct’s new approach. The bold creative execution on each of the vehicles ties in perfectly to what we are trying to achieve with our new campaign and will ensure that the London cabs definitely won’t go unnoticed on Gauteng’s roads.”

Adds Graffiti managing director, John Rice, “Dial Direct has cleverly utilised the London cabs to convey their ‘Simple Smart’ messaging. The simple, striking patterns certainly grab your attention and the association between the imagery on the vehicles and the new TV commercials is quite apparent. The London Cab campaign forms a highly impactful extension of the broader campaign as whole.”

The branded London cabs will be spread between Pretoria and Johannesburg and will be supported by television, radio, print and social media campaigns.

For further information regarding vehicle branding and transit media contact John Rice at Graffiti on (011) 691 8400/08.