"As South Africa’s most reliable, convenient and generous new online car sales platform, we are ready to take the market by storm," says Michael Muller, managing director of CarZar.
"We’re doing this by showing all South Africans – one rhyme at a time – that we can help them sell their cars quickly and easily, whether it be a
skedonk, a pimped up ride or a fancy Sunday cruise mobile," Muller adds.
"Our mission is to end the hassle, wrangle and risk endured by car sellers in South Africa. We hope to get that message across to the public over the next couple of months in a fun, relatable and engaging way," he says.
The agency behind the campaign is award-winning South African word-of-mouth agency hyh, previously known as Have You Heard. The production team was led by ad industry professionals Con Bertish, Ari Kruger and Carl Booysen.
"The premise of the campaign is that South Africans love a play on words, especially rhyming. Even since the 'heyday' of South African TV advertising in the 1980s, it was pretty clear that we could never resist a pun or a rhyme," says creative director of the campaign, Con Bertish.
"It’s no wonder we’ve got excellent rappers in this country performing in all our languages. South Africans just love rolling rhymes off their tongues," adds Bertish.
"With CarZar, it also works nicely that the rhyming device is aligned to the brand's tongue-in-cheek tone and quirky personality, and that we can play with the rhyme in the brand name," Bertish says.
"When we say ‘more ZAR for your car’, we can actually communicate one of the most important functional benefits of the brand – that CarZar offers the best prices for used cars in the market through its unique online bidding platform," he adds.
CarZar was founded by Fernando Pinheiro and Michael Muller in 2015, and currently operates in Cape Town and Johannesburg.
For more information, visit
www.haveyouheard.co.za. You can also follow hyh on
Facebook,
Twitter or on
Instagram.