Published 18 September 2005
Auckland City councillors agonised in July over an application from an Australian company to have 3 small vehicles to work as a mobile ad fleet round the city, which council staff had recommended declining.
The cars, it seemed, “would lead to unnecessary visual clutter”, the advertising wouldn’t give the public safety or directional information, “introducing a commercial element on the carriageway will change the character of the road” and the ads could “give rise to potential adverse traffic effects, given the mobility of such signage & their close proximity to the motorist”.
After the councillors adjourned to make a decision, I lost track of it. But, whether the councillors ended up for or against the Design Driven Ltd application, they can be assured change is coming anyway.
The Springwise trend-spotting website has run a story on new twists in carvertising, which has been helped by the advent of cute little new cars.
In Austria, Springwise said, CoolCar offers long-term (12-48 months) rental cars decked out in ads, including the Mini One and the Citroen C4. In France, LibertyDrive offers a similar long-term rental service and another programme that rewards existing Smart car owners for participating in carvertising campaigns, paying them up to â‚¬100/month if they turn their cars into driving billboards.
In Australia, KahDo offers a similar service in Sydney & Melbourne, in Brisbane soon, with advertising changed at least once/quarter at a KahDo depot. Drivers also get access to free quarterly Club KahDo parties, as well as events & promotions cosponsored by KahDo & its advertisers.
“KahDo actively hand-picks drivers (from age & lifestyle to the neighbourhoods they tend to frequent), so it can pair its 100 branded cars with the appropriate representatives on behalf of their advertisers. The latter can also equip the drivers with other goodies & samples of their products, turning them into mobile & human billboards,” Springwise said.
Is it any different from company cars dressed in company livery? No. Will signs & billboard bylaws stop it? No.
10 July 2005: Mobile ad fleet parks on orange light for a fortnight
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