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Deutsche Post to run car-advertising trial in Cologne

Tuesday, January 29th, 2013

Deutsche Post is set to launch a pilot project in Cologne from March 2013, selling advertising on people’s cars.

The postal service is looking to expand its advertising channels through a new brokerage service, providing a platform for companies to book advertising slots on private cars.

The platform will make the most of patent-pending GPS-based technology, which will track and record the routes driven by participating vehicles, with data used to determine how many people see the advertising on each vehicle.

The German national postal service said the car ads could provide exposure for advertising campaigns to specific target groups – with the technology allowing immediate campaign evaluation.

One of the key aims of the new “Autowerbung” (car advertising) project is to make it as simple as possible for advertisers to get on board.

Clemens Beckmann, executive vice president of mail innovation at Deutsche Post, said the new project brought advertising into the middle of modern consumer lifestyles, building on the increasing mobility of society.

She said: “With Deutsche Post’s car ads we are placing a new solution in the out-of-home segment. On the one hand, we are making this kind of advertising bookable and measurable. On the other hand, we are reducing the complexity of the process considerably.”

Volunteer drivers

Drivers will be given Garmin navigation systems that will also track vehicle movements, recording data to be used anonymously to calculate the brand exposure for car campaigns

In its trial for the project, Deutsche Post is aiming to sign up an initial 200 car owners to take part in Cologne, although it is also inviting drivers in other cities to express interest in taking part if the programme is expanded.

Volunteers will be offered EUR 70 per month in fuel vouchers for agreeing to become “brand ambassadors” and host advertising on their cars.

Requirements will be for vehicles to be no more than five years old, and driving at least 8,000km each year. Car drivers will also be provided with car-cleaning vouchers to keep their motor looking spick and span, and they will also benefit from a Garmin navigation device, as an added perk from the project’s tracking system.

Advertising will be applied by certified service providers, and displayed for between one and six months on the participating cars, with Deutsche Post stating that car owners will be able to reject a particular advertiser if they are not keen to host their advertising.

Deutsche Post said routes tracked through the project will be passed anonymously to advertisers for campaign evaluation purposes.

As well as the GPS navigation technology specialist Garmin, Deutsche Post is partnering on the car advertising pilot with the petrol retailer Aral, which will provide fuel and wash the participating vehicles, as well as carrying out the application of advertising onto the vehicles.

“We are pleased to partner with Deutsche Post for the Autowerbung project, to expand our long-standing partnership with the postal service even further. This cooperation allows both sides to make use of the strengths of each partner, to successfully establish a new business. We look forward to expanding out partnership,” said Aral.

Source: Post&Parcel/Deutsche Post

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