The decision of which car monitoring and recovery system to choose from is becoming increasingly difficult due to the number of various companies supplying similar services. So how does a company within motor vehicle recovery industry standout from their competitors?
Simple, be the only vehicle tracking company in South Africa to offer their clients up to R150 000 if they are unable to recover their stolen or hijacked vehicle. Cartrack has put their money where their mouth is with this new client offering. Catrack’s confidence in their service is matched by the promise they have made to their clients and how better to portray this message than with an exciting advertisement.
The ad depicts the lead character, played by actor Luthuli Dlamini, driving through downtown Johannesburg when suddenly the motor car begins falling apart. The roof flies off, bolts become loosened, side doors drop off until only the steering wheel remains. The ad was envisioned by creative agency Grey Africa and produced by production company Giant Films. As many first-time viewers of the ad will presume that the special effects of the disintegrating car where computer generated in actual fact the majority of these special effects happened live with parts of the car literally flying off during filming, making it a first for South African television and film explains Giant Films director, Sam Coleman.
Grey Africa’s creative director Francois Boshoff says that the R150 000 warranty message will resonate well with the target market because by showing them that even if their car had to disappear right in front of their eyes, Cartrack will have the capacity to recovery their stolen vehicle, leaving existing customers assured about the safety of their cars.
[Reviewed by Nicholas Branford, a media, advertising and communications student at Red & Yellow School.]
