South Africa, Sept. 1 -- The challenge was straightforward to define but harder to solve. Capitec needed to build greater awareness and trust in its funeral plans across diverse markets. A single ad in a single location would not be enough. The brand needed to show up consistently in the places people move through every day, building familiarity through repeated exposure until that familiarity translated into trust.

That's why the campaign was built around transit advertising. Running six days a week, the fleet moves through commercial hubs and residential areas alike, from Soshanguve and Dobsonville to Hyde Park, Rosebank and Randburg, putting Capitec in front of thousands of people as part of their ordinary commute rather than as an in...