The power of Primedia Unlimited’s Brandyourcar.com advertising platform is its direct ability to source the correct and very specific profile of drivers for their advertisers to exactly match their brands – right down to the pets that they keep.
“How many advertising mediums know exactly how demographically correct their target market is that they use to represent their brands?” challenges Brandyourcar.com’s Jeff Ostrom. “When selecting drivers for the new Nestlé Purina ONE Smartblend advertising campaign, all selected owners of the branded vehicles had to be cat owners who fed their cats a premium cat food.”
Nestlé Purina ONE Smartblend launched the brand, to re-establish Purina ONE Cat food as the leader in Super Premium pet nutrition. As ‘brand ambassadors’ to the product it was essential that the drivers understand the psychographics of cat owners, which they themselves are. “These were definitely ‘cat people’”, says Jeff.
As this was a completely new product in this market, word-of-mouth marketing was essential to spread the word about the new upgraded offering. Brandyourcar.com ensured that the cats of drivers were able to have first-hand experience of the product.
Drivers were selected to become brand ambassadors and have their cars branded in and around Cape Town and Johannesburg areas.
“To educate drivers, we hosted a training session where Nestlé explained the advantages and how the Purina Smart Blend is unique from a nutritional point of view. This assisted the drivers in sharing with people within their communities and started one-on-one quality conversations,” explains Jeff.
In order to experience the Smart Blend first hand, drivers were supplied with Purina ONE Smart Blend products to use for their cats, and in turn they spread the word about the product’s benefits among friends, family and communities through one-on-one interaction and their personal social media profiles. As the drivers interacted with the public, discount vouchers were handed out, enabling them to register on the Purina One website and receive a discount on their next purchase.
Audrey Birkenstock of Purino ONE says: “As a brand we were very interested to test drive the branded vehicle medium as an extension to our radio campaign. These vehicles act as moving billboards and visually remind people of the radio message they have heard, driving interested parties to the Purina ONE website to find out more about the product. We’re looking forward to receiving great results at the end of the campaign.”
Driver Meagan Cresswell adds, “My kitty loves the Purina One cat food and my car is getting loads of attention. I have chatted to quite a few people in traffic and at shopping malls about the car branding and Purina One food. I really loved being a brand ambassador for Purina.”
“People want and prefer to interact with like minded people; there is a common bond between them. This insight really came to fore in this campaign and demonstrates the power of creating brand ambassadors that exactly match the advertiser’s target market,” concludes Jeff.
For further information visit www.brandyourcar.com
The first of its kind in the country, this transit media platform headed by media group Unlimited, connects consumers with leading brands by matching a brand’s attributes with key individuals who personify the brand thereby becoming ideal brand ambassadors. Advertisers are matched precisely with their target markets using Brandyourcar.com’s extensive database of driver profiles. Advertisers pay consumers simply for carrying advertising on their vehicles in key geographic regions, enabling them to earn additional monthly income. Find brandyourcar.com on Facebook or follow them on Twitter @BrandyourcarSA or visit www.primedia-unlimited.co.za or www.brandyourcar.com for more.