Loan company Moneyme aims to make brand more likeable with ads on customers’ cars

Moneyme car wrapQuick loan company Moneyme is turning its customer’s cars into mobile ads with the offer of free fuel in the hope of using them to build greater engagement.

The company has tapped into using private vehicles as billboards hope to take the message from the street into the space of social media and advocacy.

While paying drivers to wrap their cars is an old approach, with a number of companies operating in the Australian market, the move by Moneyme is a rare example of a brand using it as the central element of its marketing.

Uber also has plans to let its Australian drivers earn extra cash through wrapping their cars.

Clayton Howes, CEO of Moneyme told Mumbrella the company aimed to have 1,000 cars on the road by April of next year and was using it to drive social media engagement by using hashtags on the cars to prompt people to seek out information about the brand.

“The real value comes from people who subscribe to sharing a company with others,” said Howes.

By using the lure of paying for fuel for people who turn their cars into mobile billboards, Howes said it created a sense of ambassadorship with the business that also captured social media.

Clayton Howes

Clayton Howes

“We have at least 50 people already and they are promoting us through their social influence. Moneyme is choosing to spend our money on people rather than shouting at them.”

The brand, which provides quick online loans up to $2,000, is activating the program for the first time this coming weekend when 20 of the wrapped cars will descend on Bondi.

He said drivers felt good about the brand because they were earning money, and they were encouraged to share their experiences with friends on social media.

The advocate role was also being used as a recruitment process for new drivers.

“Pretty soon we will be at 1,000 cars in the market which will be a considerable presence.”

He said that the use of the combination of the cars and social media was helping to build awareness and engagement at a much faster rate than a traditional media campaign.

“Our brand is endorsed and must be a likeable brand and all these things take a long time to form and are really difficult to form in mainstream advertising,” he said.

“We install emotions quicker and probably cheaper (through this approach).”

As the campaign evolves Howes said the level of engagement would grow by tapping into broader channels such as events, music festivals and social messaging.

Geo-tracking will also allow the brand to manage how it makes use of each of the advertising vehicles, managing the campaign on a “global scale”.

He said the current number of 50 cars on the road was not enough to make a difference to the presence of the brand at this stage, but that 1,000 cars would give it a critical mass.

Simon Canning


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