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Date published: 16/04/2021

Category: Reviews

Tags: Graffiti; 3M; vehicle branding; truck branding;an endless list of surfaces

Graffiti – mobile billboards

Graffiti is one of the leading companies in its industry, with a sterling history that spans over 20 years. Today the company has achieved several milestones within its sector, is an innovator and has plans afoot toimprove even further. Often when a company is a pioneer in its industry, sooner or later competitors are able to overtake it as it struggles to keep up with the times. Not in the case of Graffiti. In fact, competitors are the ones who cannot seem to catch up.

“You can certainly buy the technology,” says Richard Wood, Operations Director, “But you cannot buy our experience. We have gone through all the bumps, and have ticked virtually all the boxes in terms of what can potentially become issues along the way. Clients come to us because they trust our work and that we are not a fly-by-night operation.” Some of these bumps include the current COVID-19 pandemic, which has wreaked havoc in all industries. Fortunately Graffiti has weathered that proverbial storm and is rebuilding by prioritizing its clients, focusing on its core business and not diversifying into areas where they did not

have the required experience. The two directors, as well as the staff compliment as a whole, bent over backwards to keep the doors open.

What exactly does Graffiti do then? Simply put, Graffiti is a national multimedia company that assists its clients to communicate directly with their own customers through mobile advertising and exposure that those clients already own. Some of these illustrious clients include well-known Blue Chip companies. These own and/or operate fleets of big trucks that criss-cross the length and breadth of our country, taking their goods to thousands or millions of their own customers. The vehicles and/or trucks become like billboards or business cards. Therefore customers, and potential new ones, are the ones who get to see the work created and executed by Graffiti. Imagine taking your message directly to your customer, cutting out the middleman. More than that, longevity is key, because many of these vehicles stay on the roads – being exposed to all the outdoor elements – for many years. During that time they still need to look fresh and intact. Graffiti quality in such instances, speaks for itself.

Over the years the company developed and expanded its offering, and is now focused mainly on vehicle branding and truck branding. Over the years some of the branching off has involved things like internal retail branding (mostly wallpapers), signage, etc. The vehicle branding aspect means companies with their own fleet of cars that want to brand them can commission Graffiti. In cases where the company is new, or does not yet have a logo, Graffiti offers deep turnkey solutions that go from logo design right up to installation of the artwork on the vehicle. While this is a big company by size, it by no means works with only its peers. Even individuals who for example, wish to decorate their personal vehicles with decals or stickers of personal significance, can turn to Graffiti for the best job in the business. Those racing stripes on the hot hatch are literally just an email or phone call away.

Add to that they also brand trains – in fact they branded the Gautrain, buses – including those of the 2010 FIFA World Cup, obviously small cars, fridges, walls, laptops, an endless list of surfaces. Not only do they wrap the vehicles in branding, they also do protective wrap which protects vehicles from scratches and chips. Partnering with the American giant 3M has given Graffiti much of their edge, and they are one of a handful of companies accredited by 3M.

“Coming from advertising I absolutely believe that vehicle branding is the most acceptable form of intrusive media,” says Tracy Lewis, Sales and Marketing Director at Graffiti. “When sitting in traffic you have no choice but to sit and look at the car in front of you. You are a captive audience. And the cost to client is probably the cheapest that you’re going to get in any media form.” Lewis says this type of advertising has the potential to replace a number of other existing forms.

Because this is a time-sensitive area where Graffiti clients actually use these mobile billboards for their daily business, it is of upmost importance to complete the branding work in as short a period of time as possible. To that end, the company has a track record of completing a fleet of about 200 trucks in around three weekends.

With a strong sales force of active, experienced and knowledgeable people, Graffiti is able to leverage all available media, including social media and the internet in general, Google in particular, to source new business. Simultaneously potential clients do respond to the Graffiti call wherever it may be, and get in touch for assistance. With their own in-house artwork designers they can design any type of art that works, should the new client not already have it at their disposal. They then guide the client through the entire process to realise the project, including the in-house printing capability, right up until the vehicle or truck leaves the Graffiti premises, clad in its new look. Graffiti has a great client retention and feedback mechanism and their clients regularly give them ratings of over 90%, which is excellent in any language.