First time advertiser on Primedia Unlimited’s Brandyourcar.com (BYC) platform, Safari Dried Fruit is currently running a 3-month campaign aimed at active young working class adults who lead an active lifestyle and are therefore the perfect target market to purchase a healthy snack to keep up with their fast paced lifestyle.
BYC MD Pieter Groenewald says; “The Brandyourcar.com platform is not just a matter of branding vehicles and sending drivers on their way. We realise that in order to make a real impact, brands need ambassadors that the target market can identify with, engage with and believe.
“This is one of the reasons we enlisted the help of young active adults who not only carried the branding on their vehicles but also personally endorse the product on a one-on-one basis, hand out samples and promote the brand on their personal social networks.
“As with all the brands that we work on, the strategic process of choosing drivers for this specific campaign, involved ensuring that lifestyle, age, travelling habits, economic status and geography exactly matched what the advertiser is looking for,” says Groenewald.
All the drivers recruited for the Safari campaign have been educated on detailed aspects of the brand in order to effectively and persuasively engage with fellow students. These brand ambassadors have been further incentivised with the offering of an iPhone 5 to the driver who most effectively uses their social networks.
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