Afrikaans radio station, Radio Sonder Grense (RSG) is using Unlimited’s media platform brandyourcar.com as a media solution to promote its brand by raising awareness of its 75th birthday to current and potential listeners.
“RSG is creating a younger, more approachable brand for the Afrikaans community and the cars utilised by Brandyourcar.com give the station the edge it needs to do just this,” says Jeff Ostrom, Brandyourcar.com head of sales.
“Cars and radio go hand-in-hand, creating synergy for listeners who can view our RSG ambient media campaign while actually listening to RSG at the same time. If they aren’t listening when they drive past one of our cars, they are instantly reminded to tune into it,” he adds.
The campaign runs from September to November 2013, targeting LSM 6-10, mainly Afrikaans speaking consumers from traditional Afrikaans suburbs in Johannesburg, Cape Town and Pretoria.
RSG ambassadors, driving branded vehicles in and around busy business hubs in these areas are bound to capture attention. “Consumers will catch the RSG action from the branded vehicles in Cape Town, Johannesburg and Pretoria. All of the ambassadors rack up high mileage on their way to and from work and in and around the areas where they live, which should result in significant reach for RSG,” adds Ostrom