Billboard campaign for Cars.co.za Consumer Awards
Following the success of the inaugural Cars.co.za Consumer Awards ceremony, which was held in Johannesburg on January 14 2016, leading online automotive retail portal Cars.co.za has stepped up its promotion drive of the #CarsAwards programme (and its winners) by rolling out a billboard campaign throughout Gauteng.
The Cars.co.za Consumer Awards was established to be the most prestigious, credible and influential awards programme in the South African motor industry and to that end, Cars.co.za has placed 11 billboards that recognise the 12 category winners (as well as the finalists in 9 of those categories), in the region where the majority of vehicle buyers reside.
“This unique billboard campaign is proof of our commitment to take this Awards programme to the people of South Africa. The billboards form part of a greater marketing strategy that also includes an on-going online campaign,” says Cars.co.za Consumer Experience Manager Hannes Oosthuizen.
“The point of the Cars.co.za Consumer Awards is to assist car buyers in making more informed decisions, not merely handing out trophies. Ultimately, the goal is to establish the most credible, prestigious and influential Awards programme in South Africa,” he adds.
The inaugural Cars.co.za Consumer Awards ceremony was attended by prominent South African motor industry executives, including representatives from vehicle manufacturers and importers, dealer groups, the finance sector, media agencies, social influencers and celebrities. The event was not only digitally broadcast on Twitter, Instagram and Facebook, but in a first for an automotive-themed awards ceremony in South Africa, streamed live on the internet via the Periscope app, as well as Youtube.
The multi-platform broadcast allowed consumers, who are at the core of Cars.co.za’s awards programme, to actively participate in the event. And participate they did… The #CarsAwards hashtag generated more than 63 million Twitter impressions (of which 21 million were generated during the event), the campaign reached 2.4 million users (and generated 270 000 engagements) on Facebook and delivered 20 000 impressions to the Cars.co.za Consumer Awards’ dedicated website: http://www.carsawards.co.za.
Cars.co.za Consumer Awards billboards, which measure 4.5 m x 18 m, are located at the following locations:
Budget Car: Renault Sandero Expression
Ormonde Extension 13, Johannesburg — on the M1 South next to Gold Reef City.
Compact Car: Ford Focus 1.0T Trend
Hatfield, Pretoria — gantry on the corner of Jan Shoba Street and Park Street.
Premium Hatchback Volkswagen Golf GTI DSG
Wolmaranspoort, Pretoria — gantry on Zambezi Drive.
Business Class Mercedes-Benz C250 AMG Sport
Randburg, Johannesburg — on the N1, between the Malibongwe and Beyers Naude off ramps.
First Class Mercedes-Benz S500
Fourways, Johannesburg — on William Nicol Drive, at the N1 off ramp.
Family Car Citroën C4 Picasso e-HDI Intensive
Meadowbrook, Johannesburg — on the R24, after the R24 and N12 split.
Leisure Car Land Rover Discovery Sport SD4 SE
Bronkhorstspruit, Pretoria — on the R21, just before the Nellmapius off ramp.
Premium SUV Volvo XC90 D5 Inscription
Brakfontein, Pretoria — on the N1, after the N1 and N14 split.
Fun Car Audi TT s tronic
Boksburg, Johannesburg — on the R21, near the North Rand Road intersection.
Design of the Year, Game changer of the Year BMW i3
Midrand, Johannesburg — on the N1, before the Allandale off ramp.
Brand of the Year Toyota
Wynberg, Johannesburg — on the M1 South, before the Grayston off ramp