PopEye has devised and pioneered a new media and communications medium within the Car Hire Industry – "Branded/Wrapped cars for hire!”. In addition to their new medium, PopEye will be placing marketing paraphernalia into the entire national Tempest Sixt Car Hire fleet. That means access to thousands of people per month nationally – this amounts to instant strategic exposure!
PopEye Wrap-A-Rental will be offering two main products, namely the “Wrap-A-Rental”, which is initially comprised of 12 branded cars, at the cheapest of rates, based at OR Tambo International Airport with marketing paraphernalia in them and the “Adopt-a-Rental”, which is comprised of marketing paraphernalia placed in the entire national Tempest Sixt Car Hire fleet. PopEye also intend launching their Wrap-A-Rental cars in Cape Town and Durban International Airports in the coming months.
PopEye Wrap-A-Rental founders, Daniel Levy (CEO) and Ryan Silberman (COO) said that their inspiration was borne based on, what they believe, is a strong synergy between the car hire and advertising industries. When asked why, Levy said, “It is a well known fact that car hire drivers are always searching for the cheapest car hire rates and car hire companies are always looking for ways to increase their vehicle utilisation. Therefore we built a model whereby we would brand Tempest Sixt cars with third party advertising, allowing such companies creative freedom, as well the opportunity to place their company brochures; product samples and other Ad-On features that we offer, into these cars. This effectively enables the branded cars to be hired out at the lowest of rates within the car hire industry and therefore become extremely desirable!”
Levy and Silberman believe that people who hire vehicles, particularly, the lower range vehicles, are not concerned about driving around in an advert. Silberman said, “When it comes to car hire, one must understand that people are not buying the car, they are hiring it! People hire cars to get from A to B and for a limited period of time. We can make this experience cheaper for them and believe that the favourable price differential will be the compelling factor and not the fact that the car is branded, albeit in a “funky” manner. Besides, all the great promotional products in our cars are free, be it product samples, food, redeemable vouchers, tourist information and many other wonderful products.”
When asked, what’s in it for the small, medium and large companies PopEye is targeting, Levy stated that “the list is endless, however to name but a few, each company is eligible to receive preferential car hire rates from Tempest Sixt, across South Africa, for the period of their agreement with PopEye. From R100 per month any company can advertise on and in our Tempest Sixt branded cars for hire. Each company receives massive exposure with vehicles travelling in excess of 4500km per month, that’s 150km per day and having an average of seven drivers per month excluding passengers. This is a win-win situation for all!”
Levy went on to say that “each vehicle is viewed by, in excess of, 20000 people per day and our cars will be based at all the major national airports, starting at OR Tambo International. We enable companies to be exposed to multiple target groups, namely the driver, his/her passengers, fellow motorists and the public at large – remember our cars leave the airports and are driven to the beach; shopping centres; restaurants; bars; tourist hotspots, recreational venues and are always stuck in traffic!”
When asked what type of exposure the Adopt-A-Rental product offered, Levy said “that there was no other marketing medium out there that has the ability to tap into this desirable market. We can guarantee out clients thousands of strategic people per month, who will see, feel, touch, smell and hear their promotional products every day of the year! We do not want to limit the potential of this medium and encourage companies to mould our medium to suit their business needs.”
Leslie Matthews, Managing Director of Tempest Sixt, said, “Together with PopEye Wrap-A-Rental, we are able to reintroduce car hire rates, the likes of which the market has not seen in years! We are very excited with this new venture and believe our clients will be very receptive to our new offering.”
Tel 0861 106 684 | Fax 086 637 7839 | 2nd Floor Edinburgh Gate, Hyde Park Lane, cnr William Nicol and Jan Smuts avenue, Hyde Park | P.O. Box 8210 Johannesburg 2000 | | www.wraparental.co.za
Issued by Tempest Sixt Car Hire and PopEye Wrap-A-Rental Media.
