myPlates set to launch new integrated campaign via newly appointed agency Custom Creative

Screen shot 2012-05-01 at 11.56.21 AM.jpgmyPlates has announced details of a new marketing initiative to promote personalised number plates to drivers. The myStories campaign will target NSW licensed drivers with a registered vehicle wanting to tell personal stories about their personalised number plates.
The campaign also marks the announcement of the company's agency roster. Custom Creative, Pearman Associates and Weber Shandwick have been appointed to collaborate on advertising, outdoor, public relations and digital activity.  It will be the first time myPlates has undertaken an integrated approach to its communications to ensure a streamlined tone of voice for consumers. 

myStories - an initiative that shares the stories of existing plate owners and highlights the different consumer motivations behind owning a personalised plate. To promote the launch of myStories, local personalised number plate owners will feature in billboards, print ads and bus wraps across NSW. 

This week, myPlates will launch their Facebook and Twitter profiles: facebook.com/myPlatesNSW and twitter.com/myPlatesNSW. Each myPlates initiative will be shared online, with regular and exciting content set to build the online communities. To coincide with social media activity, myPlates iPhone app - myPlates Mate - is already available for download.  Designed for people to customise plate content from their iPhone, the app entertains users, enabling them to visualise what their desired plates would look like on any car.

Says Daryl Head, myPlates CEO: "We want to encourage consumers to think more about personalised number plates. Over the coming months, everyone can expect to see and hear a lot more about myPlates products.  We've selected real people to front our campaign which we believe is a powerful way to emotionally connect consumers with everything myPlates has to offer. It will also communicate the different motivations and meanings behind owning a plate."

In addition to myStories and the myPlates Mate iPhone app, myPlates will be announcing more initiatives in the coming months as the company sets out on its big push to get people talking about personalised plates.

7 Comments

Big W new campaign is a ripper said:


Is Saatchi&Saatchi's new campaign for Big W going up on the blog ? Is was on air last night

Big W new campaign is a ripper said:


Is Saatchi&Saatchi's new campaign for Big W going up on the blog ? Is was on air last night

Not a Tryhard said:

Custom Plates? Might as well just get WANKER.

Kevin Sorbo said:

@12:18 - Relax. Breathe in, walk over to the Merc and get yourself a beer. You'll have your time.

Plate hater said:

My favourite is when someone who owns a BMW gets "BMW" number plates.

So if you miss the badges on the back, you know what sort of car it is.

BS Detector said:

Wow, can't wait to see what "TOSSER" would look like on my pimped out Hyundai Excel. The MyPlates online communities sound like cool places to hang and soak up all that emotional connection with a number plate.

Gaz said:

Fair call to charge so much to ordet a1 off plate but $440 every year after that, get real, blatant greed, hope your campaign addresses that.

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