Tiger Brands commits adspend to moving media

Proving again that it literally drives brands to consumers, Unlimited’s moving media division brandyourcar.com has signed up Tiger Brands hair styling range, Perfect Touch, for a four-month advertising campaign.

Tiger Brands’ objective for the campaign is to showcase Perfect Touch Brand as a premium hair styling product designed for trendy, funky and fun individuals, who express their own style and personality. The brand is exploring moving media for the first time to create heightened awareness of the product, and at the same time, is communicating its new packaging to reaffirm the quality associated with Perfect Touch.

Utilising brandyourcar.com’s extensive database of privately owned vehicles registered for advertising campaigns, the selected drivers represent Caucasian men and women in the LSM 7-10 bracket who are fully employed and between the ages of 25 and 35.

The decision to use vehicles in Joburg and vehicles in Cape Town was based on owners who commute daily within peak hour traffic on highways and major arterial routes. These drivers are also social and frequent social hot spots. Having Perfect Touch branded vehicles in these locations ensures that the campaign reminds existing consumers of the quality of the brand and alerts new consumers of the redesigned range.

The profile of participants selected, reflects the following statistics, 79% of the vehicles visit primary shopping centres between four and eight times a month, 57% use the N1 highway and 75% travel over 2000km per month for instance.

Brandyourcar.com’s Jeff Ostrom says, “The Perfect Touch range campaign had to be ‘driven’ by young individuals with style and flair. This market acted as our campaign ambassadors and delivered maximum reach to the target audience.  The campaign strategy for ‘Perfect Style in Motion’ was a perfect fit to our platform.”

“Branded private vehicles allow reach and uncluttered exposure, and present powerful consumer-to-consumer marketing opportunities. What made the campaign even more targeted was the unique artwork for the male and female products respectively,” he says.

Partner agencies involved in the Perfect Touch campaign are media agency OMD and creative team Online Advertising.

For further information visit www.brandyourcar.com