This year’s ‘back to school’ campaign sees Twinsaver moms driving their brandyourcar.com branded vehicles to and from school to create awareness and drive the new ‘Rock your Schoolbag’ design competition.
“As facial tissues become part of the required inventory at school for kids, where better to communicate to the target market than with the target market themselves?” asks Brandyourcar.com MD Pieter Groenewald. “Twinsaver moms or brand ambassadors, are all part of the school community and were chosen as drivers because they have kids in primary schools and can relate to the campaign.”
The requirements for the moms were quite simply to continue with their existing lifestyles; dropping off and fetching their kids, taking them to extramural activities and to be seen at the represented schools. The only additional requisite was to interact with the school staff to distribute competition pamphlets and to take photos for social media use.
The campaign will run until the end of February 2014 to tie into the ‘back to school’ theme.
Hugh Wilson, Commercial Manager: Tissue at Nampak adds: “The medium offered the Twinsaver brand a targeted focus within the relevant environment as the drivers were able to interact with their kid’s schools and drive the “Rock you School bag” promotion at the same time. Dual exposure of both Mom and kids was important to us because kids often drive product decisions through pester power.”
The branded cars have created massive awareness to an exact target market. Being part of the school community, the moms are a powerful communication platform and are able to hand out samples and create excitement around the Twinsaver ‘Rock your Schoolbag’ competition.
Driver Noekie de Kock says that the branding really makes her car stand out. “A lot of people have come to talk to me about the car who have been interested in what the branding entails, and to find out about the competition. This is a great media tool,” she says.
According to Groenewald, the campaign has been met with great success as the awareness gets ‘driven’ home.
Brandyourcar.com is a Primedia Unlimited company.
Additional information and pictures can be viewed at http://www.pinterest.com/brandyourcar/twinsaver/, on the Twinsaver Facebook page https://www.facebook.com/TwinsaverSA or http://www.twinsaver-backtoschool.co.za/