Operation Khanyisa creates awareness of the problem of electricity theft and aims to mobilise South Africans to stand for legal power use, whilst issuing a call to action to report electricity theft. Jeff Ostrom, Executive Head of Sales at brandyourcar.com says the eight month long campaign is aimed at reaching the LSM 5-10 markets aged between 20 and 60 in specific target areas.
“Using our extensive database we were able to identify key demographic and geographic matches for Operation Khanyisa ensuring the client’s message reached the desired target market,” he says. “The beauty of our platform is that our drivers aren’t simply carriers of messages, they become brand ambassadors for the product or service being advertised to the extent that they are able to answer product and service related questions when asked.”
For the duration of this campaign the following high frequency hubs have been targeted including: Johannesburg, Pretoria, Cape Town, Durban, Port Elizabeth, East London, Bloemfontein, Soshanguve, Nelspruit, Soweto, Polokwane, and Mabopane.
“Branded cars are highly visible on busy roads and are able to access areas that other forms of out of home media cannot and the campaign message is relayed to the target market during highly relevant times, in peak hour traffic as well as in busy lifestyle environments,” says Jeff.
“The drivers of branded cars become ambassadors for the brands and are able to engage with everyone they meet during the campaign so a client’s message is spread through both indirect and direct communication,” he explains.