The campaign is aimed at LSM 8-10 consumers, between the ages of 25 and 40, to generate awareness around the client's new YP3 online platform (www.yellowpages.co.za).
"The campaign set about encouraging users of the traditional Yellow Pages to experience the convenience of online 'click and flick', by selecting younger drivers who spend a lot of time in their vehicles on major highways and busy arterials," explains Brandyourcar.com's Jeff Ostrom.
"The aims of the campaign are to generate a higher level of awareness of the new YP3 online platform and to engage consumers online. This specific platform was also chosen by the advertiser because of its ability to infiltrate suburbs, where many of the services on offer are in demand."
While the printed version still exists, the online platform encourages a new and younger market to access information. It is faster, has more user-friendly workability online access to places and faster browsing.
"Our selected drivers also frequent shopping malls on weekends and busy business hubs during the week ensuring even further mileage for the campaign, which runs into October.
"This is the third time that the client has utilised this medium, as it has seen results from this advertising medium."
A social media element of the campaign ensures that the drivers also push the online message via their social media platforms, generating even further word-of-mouth for Yellow Pages online.
The holding company for the car branding, Trudon, is able to track online activity and business subscriptions, ensuring a measurable advertising campaign. For further information, go to www.brandyourcar.com.
