Old Mutual iWYZE invests in privately owned moving media |
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network2media Bureau
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Friday, 01 July 2011 09:00 (IST) |
 JOHANNESBURG: iWYZE valuables insurance, Old Mutual's short-term insurance brand, has signed up for a three-month ad campaign with Unlimited subsidiary brandyourcar.com, the moving media company which brands privately owned vehicles to connect consumer lifestyles with leading brands, products and services.
New to the South African media landscape, brandyourcar.com uses privately owned vehicles as media platforms, enabling advertisers to select drivers and vehicles on a geo, psycho and demographic basis from its database of individuals who specifically make their vehicles available for branding.
Briefed to assist Old Mutual in achieving its advertising objectives of ensuring that audiences are aware of iWYZE, brandyourcar.com will extend the iWYZE Out-of-Home ad campaign to a select profile of privately owned vehicles in the Western Cape.
The iWYZE campaign will be flighted specifically on hatch backs and sedans belonging to drivers who commute through peak traffic areas.
 Pieter Groenewald, CEO, brandyourcar.com commented, "The beauty of the moving media platform is that not only does it take the advertised brand into the target market's surroundings, but it gives advertisers the ability to select multiple levels of profiling criteria, including the vehicle type, gender, race, residential and work location, travel habits and income."
Groenewald explained that the iWYZE vehicle branding campaign aims to create awareness through having the brand being taken quite literally into the environments where the typical consumer spends time.
"We are confident that the iWYZE campaign will generate great brand awareness from the brandyourcar.com campaign, while confirming Old Mutual iWYZE as a provider of short-term insurance for car, home and other valuables," he added.
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