Energizer Schick has signed up with the Unlimited subsidiary for its first ever moving media campaign. The partnership takes the new Schick Hydro Razor for men to the streets of South Africa on privately owned vehicles until March 2012.
Brandyourcar.com offers brands the opportunity to have their advertising campaigns carried on privately owned vehicles, selected from an extensive database of cross-demographic individuals who have registered to make their vehicles available for branding. The consumer’s vehicle becomes an effective moving billboard within targeted audience communities and lifestyles.
Through the mobile media campaign, Schick aims to create high coverage awareness for its new Hydro razor as a premium quality, yet cool and fashionable personal care product, targeting individuals who express confidence in their style and personality, and ultimately, encouraging trendy new consumers to try out the product. Schick intend to reach 18 – 35 year old LSM 8 – 10 men who are sporty, interested in fashion, are socially active and employed full time.
Jeff Ostrom, Executive Head of Sales at Brandyourcar.com comments, “The overall Schick Hydro campaign was launched using the unique consumer-to-consumer space which Brandyourcar.com dominates. The medium not only targets the correct consumers, but is actually personally ‘delivered’ by the target market. Drivers and vehicles selected were those who fit the Schick profile, and spend time in peak hour traffic along highways and major arterial routes, frequent social hot spots business hubs, and park at gyms, sports events and social venues.
Matching all the driver criteria makes certain that the campaign has a positive influence on the exact target market through the visibility of the branded vehicles which are either parked or are traversing through the precise locations where the target market spends extensive amounts of time.”
In partnership with creative agency JWT Cape Town and media partner MEC, the Schick campaign will be executed across 21 privately owned vehicles in Johannesburg, eight in Cape Town and eight in Durban. The Joburg fleet offers added exposure as these vehicles will commute to various holiday destinations over the festive season.
Each selected driver received Schick gift packs to trial and share the range of products to ensure that even when they are not in their vehicles, that they are Schick brand ambassadors. The Schick Hydro Razor campaign flights until 15 March 2012, in line with in-store promotions and activities scheduled over the busy festive season.
In recent research conducted by Brandyourcar.com, it was revealed that branding privately owned vehicles generates 3.14 times more effective message uptake than competing media types.
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