Biz-Community (Cape Town)

21 February 2013

South Africa: Bonnet, Mirror Socks Rebrand E.TV

As part of its rebranding exercise, e.tv has used Brandyourcar.com's newly launched bonnet and mirror socks to reach LSM 5-10 consumers in township and CBD locations.

As an existing client, the station is familiar with the results that targeted mobile advertising, combined with efficiently briefed brand ambassadors can provide.

Brandyourcar.com executive head of sales Jeff Ostrom says, "For its latest campaign, we utilised a slightly different method of branding. As the name suggests, this allows for just bonnet and mirror branding, which is much more economical than branding the entire car, while still making a substantial visual impact.

"Another great aspect of this sock advertising is that the application is able to fit small, medium and large vehicles and is relatively quick to produce, which means it is ideal for short term/tactical campaigns."

Visual, verbal and written exposure

Combined with comprehensive briefing of the brand ambassadors who are carrying the communication, the client achieved strong visual, verbal and written exposure, given that the drivers use their vehicles, engage one on one with the target audience and use their social media networks to spread the message.

The campaign launched simultaneously with a campaign on social networks with messages on Facebook, Twitter etc and people changed their profiles photos on BBM, Facebook etc, all of which created talkability.

"The knowledge gained from the campaign is that very few other OOH mediums could get the execution here as synergistically as we did."

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