Off the back of a successful previous campaign, SABC’s Afrikaans radio station RSG has once again returned to the Brandyourcar.com‘s massive driver database to deliver its advertising message.
“RSG has recognised the natural media fit between a radio brand and branded vehicles,” says Brandyourcar.com’s MD Pieter Groenewald. “The most time spent listening to the radio is in the car, whether during peak rush hours, picking the kids up from school or other daily run arounds.”
Studies have shown that people are spending more time in vehicles and that the ‘rush hour’ is becoming a lot longer than just 60 minutes. The more time people spend in their car, the more time is spent listening to the radio. Through the use of branded cars, listeners themselves have become the brand message and the vehicles they drive, the media communication platform.”
Concentrating in RSG’s broadcast footprint, and focusing on the Afrikaans speaking population in the LSM 6-10 group, Brandyourcar.com is certainly putting the word out there that RSG should be listened to. The campaign includes a social media angle where drivers post pictures of their cars and other relevant information on their social media platforms from their personal points of view. It’s an effective way to drive the message even further into the targeted community.
“Drivers, more often than not, give us the best type of campaign feedback, as they are the brand ambassadors on the ground,” says Pieter. “Whether positive feedback or constructive criticism, we appreciate it because it adds value to the post campaigns that we supply our clients.”
As an example, during this campaign, driver Ronell Brink said: “People definitely notice my car. They wave at me in traffic jams and I always see heads turning to take a second look when I pass them on the road.”
For more info on Brandyourcar.com, visit http://www.youtube.com/watch?v=yYrmfixTGnM or
For further information visit www.brandyourcar.com. You can also find them on Facebook and Twitter @BrandyourcarSA.