Mortgage Choice, Best in the Mortgage and Finance Industry*, plans to attract thousands of eyeballs to its brightly coloured and paw printed KahDo ‘Smart’ cars that will be cruising the streets over the next 12 months.
The cars (wrapped with Mortgage Choice logos, colours and pictures of its mascot, Choosey the beagle) will see 97 savvy motorists, from all major capital cities across Australia, getting their own environmentally friendly car at a highly subsidised cost. The ‘smart cars’ also save their owners at least $6,000 a year on the average cost of running a vehicle.
The “I’ll Show You the Way Home” campaign is also the launching pad for KahDo’s national operations. Previously, the mobile urban communications company operated only in Sydney and Melbourne.
Mortgage Choice Head of Marketing, Lynne Wyatt said the marketing campaign reflected Mortgage Choice’s desire to market itself in a fun, modern and environmentally aware manner.
“We’re getting even more creative with branding and word of mouth promotion,” she said.
“The drivers are busy people who drive fair distances and visit a range of locations each week, hence there are more eyes on their cars than most. We want as many people as possible to see our message and the drivers will spread that message both visually via the cars and verbally.
“There are more people on the road every year and petrol prices are on the increase. Smart cars are a great innovation because they take up less space and have fewer emissions, so we’re hoping this campaign also helps to promote community-aware driving”.
The Mortgage Choice campaign kicks off on 31 July in Brisbane with a “Seek out the Simple Choice!” urban ‘KahRally’, a scavenger hunt where drivers will follow paw printed maps to clues throughout the CBD. Real-life beagles will greet drivers with the next clue to seek out, before a final secret location rewards participants with an afternoon of fun and games.
Other states’ launches, all with the same concept, are: 2 August (Sydney), 3 August (Melbourne), 6 August (Perth) and 7 August (Adelaide).
“The events will educate and excite KahDo drivers about our key campaign messages while generating word of mouth ‘buzz’ amongst them and hopefully throughout their social network. It is the first time we’ve involved consumers directly within our marketing activities,” Ms Wyatt said.
“Our launches will set the tone for the 12-month campaign via these fun, interactive launch events. Drivers will enjoy uncovering clues to secret locations, meeting fellow club members along the way, and being introduced to the Mortgage Choice brand experience.
* 2008 Mortgage & Finance Association of Australia Awards
« Back to Media Releases and News