"The initiative started in September 2013 and runs for seven months, allowing sufficient time for the campaign to unfold. Momentum will be maintained through the social media aspect introduced this year and the presence of the drivers at GHFM events. The company allows the station to take its brand loyalty campaign on the road in a fun and visual way," says Brandyourcar.com's Jeff Ostrom.
Brand adorers are typically aged 21-29, are socially active and hip, frequenting nightclubs, trendy coffee shops, restaurants and other popular meeting places. Their active lifestyle ensures good suburban and CBD exposure for the radio station.
GHFM brands their cars and then invites these drivers to share their experiences via Facebook and Twitter. A Facebook page set up by Brandyourcar.com allows drivers to upload photographs and comments, and offers fun prizes for those drivers who are most active on the site. Participating drivers are also invited to all the station's events, increasing hype around the campaign and ensuring extra branding for the station at these events, through the presence of the cars.
To ensure a full 360-degree experience, drivers are invited to congregate at the SABC building to meet the station's DJs, learn more about the station and be briefed on its unique selling points, which the drivers can share at their various points of convergence.
Meegan Kieffer, the station's marketing manager says, "Three years ago, the station decided to explore mobile billboards as static options had become wallpaper and did not encourage action from potential listeners. We discovered brandyourcar.com and we have never looked back. The vehicle branding has exposed the brand to a larger audience in the environment of our listeners that we would not have been able to do through static mediums. The drivers have also become brand ambassadors for the station, as they were chosen based on the station's target market. We look forward to a long relationship with brandyourcar.com and many future successes."
For more information, go to www.brandyourcar.com.
