Car uses cars to advertise

Car uses cars to advertise

Car magazine tasked Primedia Unlimited subsidiary, brandyourcar.com, to provide advertising impact and brand awareness in the major metropolitan hubs of Johannesburg and Cape Town.

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Vehicle owners were selected who represented the exact target market demographic as specified by the magazine; namely full time, employed males who had an overriding passion for cars and drove vehicles befitting the image of a sports enthusiast.

In addition, they had to be regular, high mileage drivers who travelled on highways, frequented shopping malls and lived an active lifestyle. In this particular instance, they also had to own black cars within the specific range of models selected by the client.

Tightly targeted consumers

The campaign allowed the consumer magazine to reach additional tightly targeted consumers and create impact for the brand.

Brandyourcar.com executive head of sales, Jeff Ostrom says, "The vehicles that we drew on from within our database, travel an average of 1 500km per month and spend 10 hours per week in traffic on demanding and often eventful highways. These vehicles are highly visible and present the opportunity of 'breaking through the clutter'."

For more, go to www.brandyourcar.com.