SOUTH AFRICA: Realising the potential of the recently launched media platform, SC Johnson’s new auto air freshener product Glade Auto, has signed up with brandyourcar.com for the first privately owned vehicle branding campaign to be executed in South Africa. The campaign mandates the Primedia Unlimited subsidiary to tailor brand 20 vehicles in Johannesburg, Pretoria and Cape Town, from the 15th November.
In addition, client required part of the campaign weighting to shift to the coastal areas with holidaymakers over the festive season. As a result, the final selection process done via brandyourcar.com’s two-way communication with its database, 60% of the Gauteng based vehicles will be those travelling to coast during the December holidays, ensuring that the brand remains top of mind to other consumers. Optimal visibility will be gained on busy roads and specific environments within high income suburbs, as the target audience travels to holiday destinations.
Client required exposure to men and woman with a household income of R20 000 and above and guaranteed equal visibility in Joburg and Cape Town – around shopping centres and on busy highways. Once qualifying vehicles were selected, campaign branding was then applied to each vehicle to create the country’s first consumer fleet of moving billboards.
Reinhard Korb, Executive Head of Sales at brandyourcar.com explains, “To promote the new range, SC Johnson were looking for a more relevant and innovative advertising platform which could be easily associated with the product. brandyourcar.com’s offering was hence a natural fit. We were not only able to geographically match client objectives, but were able to do gender matching to fit the gender specific creative. Our databases allowed us to select Yaris and Polo’s – both which represent the profile of Glade Auto’s target audience, and are perfect vehicles for creative application. We were also able to zone in on only white and silver vehicles, as per client’s instruction. We’re delighted to have SC Johnson on board and to see the first fleet of handpicked branded vehicles hit the streets.”
Tying into Glade Auto’s TV campaign crafted by DraftFCB, the tag line “Everybody will want in” accompanies creative imitating passengers sitting inside the branded vehicle. Tailored gender specific creative ensures further relevance to the driving brand ambassadors, as well as to the on looking consumers who see the vehicles out and about.
“For Glade Auto brandyourcar.com provides an exclusive, mobile platform within environments where its typical consumers spend time over busy holiday periods. Not only are we unlocking the potential for brands to access specific consumers in any environment, we’re enabling the owner of the vehicle to effortlessly earn additional income in challenging economic times.”