Primedia Unlimited’s mobile advertising business brandyourcar.com draws attention to Avon’s new Instinct fragrance through sexy leopard skin branding.
Complimenting the Out of Home exposure is radio, samplings, carefully briefed brand ambassadors and social media advertising channels.
“The advertising vehicle literally is the vehicle,” says Brandyourcar.com’s Jeff Ostrom.
“Cars were branded in full wrap leopard print, similar to the fragrance packaging, and at the same time that Avon Instinct was launched on Metro FM. Listeners had to phone the studio when the cars were spotted. Avon Instinct hampers were up for grabs for the lucky callers.”
Avon wanted to reach female consumers who are economically active in the LSM 6-8 range. Exposure was important in the Johannesburg, Durban, Cape Town, Port Elizabeth, Bloemfontein and Nelspruit areas. One car per city was allocated to drivers who had to be at specific locations at specific times during the week long campaign.
“Normally campaigns would run over a month period, but in order to accommodate the radio campaign, we put together a customised package for just a week,” says Jeff.
The campaign performed well with many calls being made to Metro FM in direct response to the ‘call to action’ messaging on the branded vehicles. Over 2700 collective kilometres were driven by the six drivers in the six cities with 30 specific well trafficked locations visited.
Comments received after the campaign from drivers Lesley Orton and Kirsty Hougton included, “It made heads turn so it was a great choice of branding, very fitting for the campaign”, “A lot of smiles and waves” and “branding looked really awesome, definitely made the car stand out”.
For further information visit www.brandyourcar.com