The solution was to cover an entire bus with the 5000 socks creating a travelling statement that would drive around the country and "touch" each and every one of OMO's consumers in their own environment. We aimed to bring this singular fact to life for the consumer by showing the large scale of 5000 socks in one place. We needed to create this statement in one hit, with minimal words, to maximise the impact. Rather than creating a static campaign that would only reach a small audience, the campaign needed to go to the consumers and reach our entire target audience cost effectively.

As the bus drove through each town and city, the visual impact and announcements over a load hailer drew an immense amount of attention to promotions which were being activated on the ground.

The campaign has been an outstanding success:Coverage: 65% target audience. OTS: 1.5Cost of Campaign: R 960,000 for 1 year.Awards won already: Roger Garlick 2008 finalist.OHMSA Mobile Award Winner 2008.OHMSA Grand Prix Award Winner 2008.Alternatives: A traditional Out of Home campaign could have replaced this idea but would only have achieved a coverage of 35% with limited levels of Impact and talk value.

PR exposure: The talk value of this campaign was enormous. Total value of PR exposure was in the region of 100,000 US Dollars.