The oldest horse race on the calendar is here again. This year, the event seeks a younger audience in Johannesburg. To attract the up and coming crowd, Sansui and Matchworld have contracted Unlimited’s roving advertising platform, Brandyourcar.com.
A first to the South African landscape, brandyourcar.com offers brands the opportunity to have their advertising campaigns carried on privately owned vehicles, selected from an extensive database of cross-demographic individuals who have registered to make their vehicles available for branding. The consumer’s vehicle becomes an effective moving billboard within targeted audience communities and lifestyles.
Through brandyourcar.com, moving media is one of the main platforms being used to promote the Sansui Summer Cup horse race to a younger LSM 8-10 target market, particularly at universities and in the Sandton business district.
For this campaign, Sansui’s core focus is to attract 20 to 35 year olds who are fashion conscious, trendy and who enjoy socialising. The Sansui Summer Cup is not just about horse racing, but also includes various entertainment activities and an awesome after party.
Brandyourcar.com is communicating this event by enlisting from its database, the vehicles of university students, as well as young business people who are based in, and travel drive in the Sandton area daily. The 25 Sansui Summer Cup branded vehicles will be driven around the key targeted areas between October and November, in the lead up to the main event which takes place on Saturday, 26th November.
Jeff Ostrom, Executive Head Sales at Brandyourcar.com comments, “We’re aiming this campaign at a very specific group of individuals to make sure that we get extensive coverage in the chosen areas. A great advantage of the brandyourcar.com platform is that the vehicles have the ability of standing out in the out of home environment by being taken into the surrounds of the precise target market.”
“The campaign also has additional ‘legs’ through the drivers of the vehicles becoming brand ambassadors, delivering the brand message by word of mouth as they interact with people about the campaign on their vehicles. We’re excited to tally the results at the end of the campaign,” adds Jeff.