What do you get when you cross a Springbok Atlas bus and 5 000 socks? One of the most innovative Omo campaigns to ever grace South Africa’s streets and a campaign that persuades consumers to sample the product.

Integrator & Unilever teamed up with ComutaNet to create a striking mobile campaign that required 5 000 socks, all in Omo’s brand colours, skilfully applicated 74.56  metre of socks on this luxury bus demonstrating that only one box of Omo washes 5 000 socks.

“This attention-grabbing campaign is creating a sensational buzz for Omo,” enthuses Gavin Ritchie, ComutaNet Sales and Marketing Director. “We have a highly versatile bouquet of interactive media platforms at ComutaNet and we are ready to meet marketers’ innovative ideas - we are committed to developing and pursuing novel ways to communicate with consumers and stretch the limits of possibility.”

“We are constantly challenged to cut through advertising clutter in today’s rural and township environment,” comments Erik Warburg from Integrator, the outdoor media agency behind the campaign. “We selected ComutaNet to execute this campaign as the company has a ‘can-do’ philosophy and we needed a partner that could think laterally for this special creative.”

Commuters, pedestrians and motorists will see the red, blue and white socks flapping in the wind on the bus’s route though from Soweto to Polokwane during the months of November and December.

Standing behind the brand promise, once the awareness campaign has ceased, every sock applicated on the bus will be washed with Omo and donated to a worthy charity.