MyPlates rejects conformity in new ‘More than a Plate’ platform
Personalised number plate company, myPlates, has launched a new campaign that spotlights the untethered freedom and creative expression custom number plates provide drivers with.
The ‘More than a Plate’ campaign captures the individual experiences of custom number plate wielders, leaning into “the fun and lighthearted moments” that show that a plate is not only a legal requirement and piece of metal – it can be a memorable way for people to show off their personalities, interests and styles.
According to myPlates’ chief executive officer, David McGrath, self-expression and positivity were at the heart of the campaign.
“Our brief for the new myPlates campaign was “smile”, which is something we can all do with right now,” McGrath said.
“A personalised number plate can encompass the plate design, the plate content, or both, and in New South Wales hundreds of thousands of drivers and riders choose to brand their ride something that symbolises their own identity.
“We want to show our customers, we not only care, but we celebrate their style!”
‘More than a Plate’ takes a digital first approach to align with myPlates’ integrated marketing strategy, utilising a number of media channels such as audio, search, social, out-of-home and streaming. In particular, the campaign comes with digital advertising, five radio advertisements, and three commercials for television.
The creative work rolls out months after media agency Resolution Digital won myPlates’ media account due to its deep understanding of advertising technology and data.
“As a data driven e-commerce company, we need a media agency who understands ad tech and how to use data intelligently,” McGrath had explained at the time.
“Resolution Digital brings a wealth of knowledge around intent-based performance marketing and dynamic messaging, which complements our marketing strategy.”
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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