The daily commute from work is normally encapsulated by a sense of release - an opportunity to escape work, go to gym or get home to relax. This sizeable group provides a captive audience for advertisers.
Fully employed consumers are from higher socio-economic groups, travelling home between 4pm and 6.30pm. The late afternoon mindset and mood state will have implications for your brand and creative strategy.
The homebound drive is generally filled with anticipation, looking forward to seeing loved ones, particularly children. Top of mind is thinking about food - what to cook for dinner, where to go out, or what to pick up on the way home.
Consumers are further frustrated by congested routes, major traffic jams, and more often than not, traffic lights not working! Media touchpoints are limited to radio and outdoor advertising whilst driving, providing you with a captive audience keen to be entertained, informed and amused.
Creative that is relevant and resonates with your audience is a crucial element of any marketing campaign, and even more so for Outdoor Advertising! After analysis through TGI there are 10 key themes that have been identified as crucial to successful marketing to consumers on their way home from work by car.
10 Creative Guidelines
Resuscitate their energy levels
Entertain, surprise and delight consumers on their way to work. Your brand can positively influence their evening
Encourage them to find out more about your brand
They want information and will seek it out so make it easy to find and accessible
Respect their busy lives
Ensure your message is short, sharp and to the point
Highly discerning, advertising that entertains has a better chance of success
Drive them to social platforms for more info
This market are social network savvy, as well as technology advanced
Credit them with intelligence
Don't patronise, make your brand's communication as intelligent as they are
Speak to their status within business
Forge an emotional connection by celebrating their success and status within business
Recognise their media touch points
Reach them as they lead they busy and active lives
Give them Quality
Enhance your brands quality perceptions via messages and media selections
Build brand messages on true insight into their business needs