Primedia Outdoor takes a gamble as first time advertiser Carfind.co.za turns its world upside down.
In todays hurly burly, fast paced, cluttered world advertisers have to do things slightly differently for the public to notice them – especially in the outdoor advertising environment when potential customers have on average three seconds to absorb a message.
So when Carfind.co.za’s MD and owner Frank McDouall decided to embark on an outdoor campaign for the first time he wanted to ensure his brand would be noticed and that people would talk about it. That was soon realized when he began receiving calls like ‘hey boet, your Carfind billboard is upside down’.
Frank has spent years establishing his brand; one which he is extremely passionate about, but has never had a visual component in his advertising campaigns. It was therefore a huge risk to his business, and to the media owner’s reputation – to get this campaign right.
Says Frank, “This is the first time I advertised in the outdoor space and when I approached Primedia Outdoor with my concept they loved it and set about ensuring the campaign launched on time. We knew exactly when it was flighted because that’s when the calls started coming in and the marketing and motoring community were even using Facebook and Twitter to add their opinions and get the conversation going.”
Michael de Charmoy, Chief Operating Officer for Primedia Outdoor adds, “From an operations point of view we looked at all conceivable challenges because this is the first time we had ever erected a billboard upside down. The first point of call was to clear the legal requirements through the necessary municipal by-laws and roads agency.
“When the Carfind.co.za billboards were being erected in Cape Town, passing cars were hooting to inform us the creative was upside down so they were noticed even before they were finalised.”
Adds Frank, “I gave this campaign considerable thought and decided that the best way to get noticed is to literally turn the message on its head by placing it upside down. As an advertiser with a tight budget, my marketing rands have to work four times as hard – and even though we only flighted seven Carfind boards around Gauteng and Cape Town, the impact has more than qualified that outdoor is where we need to be.”
Concludes Michael, “From a Primedia Outdoor point of view it’s great having an advertiser on board who is willing to take a risk, and one that has paid off in a big way. This leg of the campaign is just the start – watch this space!”