JOHANNESBURG: In a few short years, Suzuki has become a welcome and recognised addition to the motoring fraternity on the highways and byways across South Africa. Not one to sit back and allow the competition to drive past, Suzuki Automotive SA is expanding its advertising footprint and over the next year, will be taking full advantage of alternative advertising media through SP Media’s branded buses and ATMs.
Says SP Media’s CEO, Charl Timms, “Suzuki Automotive SA is further enhancing its presence and continuing to grow the Suzuki family through out of home media. The company is increasing its branding with us on 67 buses and has expanded its ATM advertising footprint from 1750 to 2000 ATMs.”
States Francois van Eeden, National Marketing Manager at Suzuki Automotive SA, “What is great about utilising this form of advertising is that we can customise the medium, adapting it as our advertising campaign evolves over the year.”
“We want to have a continuous presence within the market place and at the same time own the advertising space. Through a combination of bus and ATM branding we are able to achieve this by dominating this media space and speaking directly to our target market,” adds Francois.
“For this reason we branded ATMs in metropolitan areas where our Suzuki Auto dealerships are based, at the same time reinforcing our brand through buses which are driven along routes in the same metropolitan areas in close proximity to our dealerships. These media allow us to utilise both advertising mediums to work together thereby complementing our overall dealer network.”
“Both our campaigns will run for a year with the Suzuki branded buses transporting commuters in Cape Town, Tshwane, Durban, Bloemfontein, Nelspruit, Witbank and Johannesburg. The ATM advertising will be spread across ABSA, Nedbank Mercantile and Standard Bank off site machines within the same metropolitan areas.”
“Our below the line campaign with SP Media is aligned to our above the line marketing, ensuring consistency throughout our campaigns in getting our desired message across to the consumer.”
Adds Charl, “In this campaign, Suzuki Auto SA are branding a total of 67 buses, comprising 58 single deckers and nine double decker branded buses. Six of these double deckers are based in Johannesburg and three in Tshwane.”
“What is great about this campaign and works really well is the duel branding by the client on the SP Media outlets,” says Charl. “Both mediums work hand in hand in promoting the advertising message as consumers are constantly reminded about the product through our alternative advertising mediums, whether they are on the road or during their leisure time.