Brother, the innovative print and imaging products producer has selected Unlimited’s moving media division branyourcar.com to generate product awareness on busy national arterial roads until June 2012.
brandyourcar.com provides advertisers with the unique opportunity to have their advertising campaigns carried on privately owned vehicles, selected from an extensive database of cross-demographic individuals who have made their vehicles available for branding. The consumer’s vehicle becomes an effective moving billboard within targeted audience communities and lifestyles.
Targeting employed LSM 8 – 10 consumers, aged between 16 and 55 who are driving in peak hour traffic in Johannesburg, Durban and Cape Town, brandyourcar.com’s Brother campaign selected high mileage drivers to ensure significant reach for its client.
Jeff Ostrom, Executive Head of Sales from brandyourcar.com says, “For the Brother campaign we ensured that the private sector drivers selected for the fleet were those which traverse high frequency hubs, enabling the advertising displayed on their vehicles to directly engage business people.”
“brandyourcar.com identified a profile match between Brother’s target consumers and drivers selected from its database, to ensure that the moving campaigns were visible in the environments in which the Brother consumers spend extended time,” says Ostrom.
“Our platform is highly visible, especially in coastal areas where there aren’t that many out of home advertising opportunities. Added to this, 70% of our drivers travel between 1000 and 1999 kms a month, ensuring significant reach and message absorption during peak travelling hours,” he adds. |
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