Taking a non-traditional but effective approach to its advertising and marketing has seen SAfm engaging listeners on major highways and arterial routes in Cape Town, Johannesburg and Durban via Unlimited’s Brandyourcar.com, a highly successful transit media platform.
Brandyourcar.com selected drivers across the country who are employed full-time and spend most of their working day out of the office and on the roads to become brand ambassadors for SAfm, the only talk radio station currently being promoted by the transit media specialist.
“These drivers commute in and around the catchment areas that potential SAfm listeners spend their time, thus ensuring that SAfm is always top-of-mind whilst they are driving their vehicles or working in the office,” says Brandyourcar.com’s executive head of sales, Jeff Ostrom.
The SAfm Brandyourcar.com advertising creative very cleverly makes use of four different applications, each promoting one of SAfm’s celebrity DJs and the time that each broadcasts their show.
“The campaign therefore not only promotes SAfm, but also generates awareness around its DJs and individual shows. It targets LSM 7 – 10 consumers who enjoy listening to ‘talk radio’ and are aged between 25 and 49,” says Ostrom. “Cars are the obvious media platform to tie in with SAfm, but the ability to leverage off of our brand ambassadors is very exciting as it enables potential listeners to find out all about SAfm and make it their station of choice, and get first-hand accounts of their listening preferences.”