Primedia Unlimited’s brandyourcar.com business is much more than a dedicated mobile advertising platform as evidenced by its latest activation for Hulett’s Equisweet product.
“Apart from having a presence on Joburg’s roads for a period of 12 months, the team at brandyourcar.com together with Huletts created an opportunity for our brand ambassadors to have a strong presence at, and participate in, the Global Diabetes Walk,” says brandyourcar.com Executive Head of Sales Jeff Ostrom.
Hulett’s Equisweet and Sugalite products are recommended and endorsed by the GI Foundation of South Africa and Diabetes SA, providing perfect synergy for the media owner to get involved with the Global Diabetes Walk.
“Our brand ambassadors are chosen with the utmost care and attention to detail,” says Jeff. In the case of the Huletts campaign, we engaged with drivers who were health and weight conscious individuals with an active lifestyle. It was crucial that the target market of our advertisers and the drivers we select to convey the brand message are perfectly matched.”
Huletts brandyourcar.com vehicles were strategically placed at the start and finish points of the Global Diabetes Walk and were supplemented by a sponsored water point and brand ambassadors who wore branded T-shirts while participating in the walk.
“The entire promotion worked exceptionally well because we created a one on one engagement opportunity with a health conscious upper LSM market that was extremely receptive to hearing about the low GI sugar free options we were promoting,” says Jeff.
Throughout the day, drivers and promoters handed out hundreds of Huletts recipe books and Equisweet samples while relaying the benefits of using Sugalite in cooking and baking to the 1200 walkers.
The first of its kind in the country, this new media platform headed by media group Unlimited, connects consumer’s lifestyles with leading brands by branding consumer’s vehicles. Advertisers pay consumers simply for carrying advertising on their vehicles, enabling them to earn up to R2000 per month.