An alternative form of outdoor advertisement is being marketed by Promogo, a company that puts advertisers together with motorists with stickers wrapped around a car — a concept popularized by startup ‘Wrapify’ in the United States. By Eko Prasetyo
You’ve seen them around the cities of Indonesia. Advertising spread across the back window of a car or even across the whole vehicle. They are the work of Promogo, a new form of mobile outdoor advertising.
Promogo provides three types of advertising space: body wrap ads that cover the entire car, rear windshield ads and interior screens. The company takes care of all operational needs, from finding drivers and the cars, installing and removing the stickers, even paying the advertising taxes.
Andrew Tanyono, Promogo’s founder and CEO, said his business was inspired by other sharing economy initiatives and got underway in September 2016. “We created this company after being inspired by many startups such as Go-Jek which boosted the sharing economy with its massive number of orders, inexpensive pricing and the number of riders,” Andrew told GlobeAsia.
The company targeted online taxis after going out into the field to test their concept with their drivers. “We asked them whether they wanted extra income, and 10 out of 11 drivers were willing.”
Outdoor advertising at the time was still limited to outdoor banners and billboards, an industry that was losing traction. Promogo stepped in to meld the advantages of fixed billboards and mobility. It aims to reap benefits from the time spent on the road by commuters who have to pay more attention to the road rather than their phones or computers.
To deliver the client’s message and maintain the quality of advertisements, Promogo imposes strict regulations on the cars that carry them. The condition of the car should be like new, with no bumps or additional paintwork to avoid damage to the outer layers that might be caused by the advertising stickers when they are peeled off.
“In addition, we use a mobile application to provide two layers of security for our clients and GPS tracking, as online taxi drivers have something in common - all drivers are using mobile phones and apps,” said Andrew. The company tracks each individual car and monitors how far the driver travels in an effort to provide credible data for advertisers.
“From day one, PromoGo never wanted to be confined within a vehicle advertising space. If we can put a sticker on anything that moves, we will do it.”
In 2017, Promogo organized advertisements for over 40 brands and paid more than $500,000 in total to drivers. “It is a real contribution to the community, as they carry our brands on the road.”
What makes Promogo different to other advertising agencies? Andrew says the main benefits are the moving advertisements that can be tracked through GPS or app, as well as the affordable rates compared to billboards and banners. “In comparison to similar companies, we believe that the difference is our outstanding portfolio and how far we are willing to go in serving our clients,” he added.
With a total of 12 players in the sector, Promogo is preparing various innovations to lead the market in the future. “We have planned an engagement program for our clients. We are aware that better results can be achieved through engagements within an isolated space in cars for a certain amount of time,” he said.
“This is the only out-of-home advertising media that provides more engagements.” This is in addition to the current minimum number of 20,000 engagements within a month in the Promogo portfolio.
Andrew also believes his company will go even further within the next five years. “From day one, PromoGo never wanted to be confined within a vehicle advertising space. If we can put a sticker on anything that moves, we will do it. We started with cars, now we have motorcycles, in the future we will have buses, trains and even airplanes. We are here to stay, as we never consider ourselves as a hype,” Andrew said. He added that more products are being developed, while tapping into other sectors in the offline advertising sector.
Promogo is facing some issues. “They are mostly on various technical issues, in addition to the mass protests occurring in Jakarta that interfere with our drivers,” he said. “There are some problems with the material changes from our clients, which have to be implemented in the cars immediately. Nevertheless, we have created solutions that bridge the issues between drivers and clients.”
Promogo is both outdoor advertising — with the physical presence of ads on cars — and online advertising, where cost-efficiency, transparency and simplicity are provided to brands with an online platform.
Advertisers are connected with drivers to create on-vehicle advertising, where they pay per kilometer to advertise on a driver’s car. Drivers get paid to drive their cars wrapped in branded vinyl around the city. Major clients include Wings Group, Allianz insurance and Holiday Inn hotels.