Disney XD selected Primedia Unlimited’s Brandyourcar.com to do something completely out of the ordinary during July – to grow the appeal of this number one DStv kids channel and its top performing show, Phineas and Ferb, beyond just kids!
“Our new client’s advertising campaign, apart from brand awareness for the channel and programme, is all about putting the fun back into our lives and challenging adults to not take themselves too seriously,” says Brandyourcar.com’s Jeff Ostrom. “The cars have been branded with Agent P, a cool, funny and funky character from the show who is instantly recognisable amongst kids and parents everywhere.”
A focused social media drive engages the target audience with very clever tweets and posts including, ‘why you aren’t too old and will never be #2old4 for Phineas and Ferb! I branded my car to prove it…’ and ‘are you #2old4 Phineas and Ferb? Tell me why not…’
Brandyourcar.com selected men and women drivers, between the ages of 18 and 35, who are active on social media and renowned as social butterflies and ‘cool kids’ to act as brand ambassadors for this campaign.
Brand ambassador Gavin Naidoo says: “Driving around I found a lot of people both young and old love watching Phineas and Ferb. A lot of kids came up to me and tell me how cool my car is. Some friends of mine say I should keep the ad on my car and I was shocked because I didn’t know they watch the programme!”
Another driver Clare Lekgothoane adds: “What a wonderful experience, I am enjoying it so much pity it’s just one month. The kids go crazy when they see me at the mall parking the car and start singing the song “there’s a 105 days of summer vacation…..”
The ‘you can never be #2old4 Phineas and Ferb’ drive is also being promoted on 5FM, and urges listeners to tweet and post with the hashtag, #2old4.
“Listeners can connect with the campaign whilst listening to the radio in their car and also by spotting Brandyourcar.com’s cars on the road in Johannesburg, Cape Town and Durban,” says Ostrom.
The brand ambassadors are employed full time, meaning they’re out and about throughout the day which ensures the branded cars get maximum exposure on main arterials and highways. The drivers have also been trained to engage with fellow drivers, friends, family and viewers and promote that Disney XD is airing brand new episodes of Phineas and Ferb every Saturday. In addition the channel is giving away awesome prizes on Gareth Cliff’s show on 5FM.
For further information visit www.brandyourcar.com