Style and sophistication works well with

Primedia Unlimited company is proving to be the vehicle to reach trendy men in the Out of Home (OOH) space for Jonathan D men’s clothing range.

From October 2013 to January 2014 residents and holiday makers in and around the Sandton and Umhlanga areas will notice sophisticated and stylishly dressed men driving Jonathan D branded BMW 3 Series vehicles in their latest OOH advertising campaign.

As an aspirational label, Jonathan D clothing is described as an ‘upmarket, trendy, formal and casual male clothing range that combines a range for cool kids’. was tasked with creating awareness amongst higher LSM males interested in smart and casual clothing of international quality that exceeds their expectations. Additional objectives included linking to online opportunities and positioning the Jonathan D brand as a viable alternative to international brands.

“By matching the premium appeal of the clothing brand to a premium car like a BMW, allows the brand to stand apart from its competitors.  The mobility that these brand ambassadors offer creates added reach and ‘top of mind’ awareness for the brand,” says’s Pieter Groenewald.

“Not only were the drivers of the BMW 3’s selected for the campaign according to their car, lifestyle, aspirational attributes, and their proximity and frequency at Sandton City and Gateway, but they also had to live and work in and around these areas,” says Pieter.

In addition to the branded Jonathan D cars, manufacturer GA Creative Brands is launching a social media campaign where people can stand the chance of winning up to R7500 worth of Jonathan D clothing hampers.

Gavin Abro, head of GA Creative Brands says “The Jonathan D competition is our way of creating our own integrated marketing campaign to encourage brand interaction. After all, engaging with your consumer is what it’s all about.”

Richard Lord, Associate Media Director at The MediaShop and driver for the campaign says, “The branding is clean and nicely designed. It stands out and attracts a lot of attention in traffic.”

The drivers themselves have been kitted out with three separate ‘top to toe’ outfits that would only befit the ambassadors of the Jonathan D brand. This in itself allows the drivers to experience the brand and personally relate the quality and appeal of the clothing range to the public, their friends and family.


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