Billboard campaign for Consumer Awards

Following the success of the inaugural Consumer Awards ceremony, which was held in Johannesburg on January 14 2016, leading online automotive retail portal has stepped up its promotion drive of the #CarsAwards programme (and its winners) by rolling out a billboard campaign throughout Gauteng.

The Consumer Awards was established to be the most prestigious, credible and influential awards programme in the South African motor industry and to that end, 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 Consumer Experience Manager Hannes Oosthuizen.

“The point of the 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 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’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 Consumer Awards’ dedicated website: 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

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