As part of the promotion for its 75th birthday, the Afrikaans radio station, Radio Sonder Grense (RSG) has identified Primedia Unlimited's media platform brandyourcar.com as the ideal ambient media solution to promote its brand to current and potential listeners.
Brandyourcar.com head of sales, Jeff Ostrom says, "The radio station is creating a younger, more approachable brand for the Afrikaans community and the cars used by our company give the station the edge it needs to do this.
"Cars and radio go hand-in-hand, creating synergy for listeners who can view our ambient media campaign, while listening to the radio station at the same time. If they aren't listening when they drive past one of our cars, they are instantly reminded to tune in."Capturing attention
The campaign runs from September to November 2013, targeting LSM 6-10, mainly Afrikaans speaking consumers from traditional Afrikaans suburbs in Johannesburg, Cape Town and Pretoria.
The station's ambassadors, driving branded vehicles in and around busy business hubs in these areas are bound to capture attention.
"Consumers will catch the action from the branded vehicles in Cape Town, Johannesburg and Pretoria. All of the ambassadors rack up high mileage on their way to and from work and in and around the areas where they live, which should result in significant reach for the station," concludes Ostrom.