According to Warren Poots, sales director of Buspak, the new format has big brands lined up at the door. "Aside from Nescafe, Hewlett-Packard, Heineken, Nikon and Canon have all placed orders for the new Emperor display format."
Poots added: "The new Emperor display is located on the offside of the vehicle making it highly visible to both vehicular and pedestrian audiences."
The Nescafe campaign, created by Dentsu and bought by MindShare, will run to the end of January. Nescafe's group brand manager, Dora Leung, said: "The format offered an unrivalled opportunity for a presence in the community - being big on the streets both in terms of presence and actual physical size."