Huletts have launched a SUGAlite low GI reduced kilojoule sweetener, Equisweet, designed for use in baking. And they wanted to target active women under 35 who are health conscious. To this end, the company chose to use Primedia Unlimited’s brandyourcar.com.
“By ascertaining upfront who the advertiser’s target demographic is, we can isolate an exact audience, by age, lifestyle and geographic whereabouts,” says brandyourcar.com’s Jeff Ostrom.
“With these specifics in mind, we were able to approach drivers best suited to the advertiser, who perfectly fit all these criteria.” Creatively the execution required that brandyourcar.com only select white and silver cars, to compliment the artwork and to offer a cost effective production solution.
To add to the campaign’s effectiveness, each driver was hand-picked and went through several training sessions to ensure that their knowledge of the Huletts product is above average, enabling them to be true brand ambassadors.