CAPE TOWN: Good Hope FM, Cape Town's cutting edge lifestyle radio station has selected Unlimited's mobile advertising platform, brandyourcar.com, to promote the 94.97 FM brand to the Mother City's upper LSM youth market until November 2011.

Booked by The MediaShop and created by BBDO, the six-month campaign aims to generate exposure for Good Hope FM in both the Cape Town metropolitan and the surrounding suburbs. The advertiser requested only to brand black vehicles and only certain models were to be included to represent the brand. A further requirement was that the car owners had to frequent popular lifestyle destinations in and around university and college campuses, nightlife areas, social hubs and bustling traffic zones.

brandyourcar.com's Pieter Groenewald explained, "Because we have an extensive database of vehicles registered for branding purposes, brandyourcar.com has access to cars which are owned by individuals across a wide spectrum of LSM groups, races and ages, and individuals who cover a variety of high impact routes daily. It was therefore relatively easy for us to precisely match Good Hope's requirements within exactly to our database and select accordingly appropriate cars for participation."

According to brandyourcar.com the driving force behind the radio station selecting mobile media as a communication channel, is the fact that with a brandyourcar.com campaign, Good Hope FM can maximise brand exposure in its selected key environments while the station's young listeners are in traffic, tuned into the station.

"The brand suits the medium perfectly due to the likelihood of listeners seeing and experiencing the station simultaneously. We're confident that it will produce great results for Good Hope FM," concluded Groenewald.

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