Super clever URBAN COMMUNICATION in Sydney, Oz
In this world of cut-throat marketing creative thinkers have to really think big in order to keep on churning out the next big idea in brand communication… This marketing concept would go down a storm in SA – any car companies QUICK and GENEROUS enough??? Come on car people… We offer to drive the first one around for you!
It’s not often that you see a clever scheme where eve…
rybody wins but Sydney-based mobile communication company KahDo has come up with a unique medium that brings advertisers and consumers together.
More than just outdoor advertising, KahDo’s fleet of 100 branded Smart Cars are driven by real consumers, and aims to achieve advertising effectiveness through unexpectedness.
The drivers are hand picked for their socially active, urban lifestyle. Kahdo recruits a select community of opinion leaders by offering them a fully maintained Smart car for a subsidised cost of AUD$35 (US$26) per week. In return for the subsidised car, exclusive product usage, free samples and invitations to special events, these influential 18 to 34 year old urban consumers agree to ambassador status and minimum usage levels of the cars that are wrapped in advertising.
Telecommunications giant Nokia was the first to take to the streets of Australia’s two largest cities (Sydney and Melbourne) this week using the innovative, new marketing concept to reach young, urban consumers with unique messages about the brand.
The KahDo Smart Cars are driven by carefully selected consumers, who are happy to drive a branded vehicle for only $35 per week. Each driver is selected through a process of demographic and psychographic testing to ensure they fit the profile of a ‘social influencer’.
The cars will carry Nokia’s Music Goes Mobile messaging – reference to a dedicated Nokia website and platform designed to promote Nokia handsets and music to the youth market.
CLICK HERE FOR THE KAHDO WEBSITE
