myPlates asks ‘what does your number plate say about you?’ in newly launched campaign
myPlates has launched a new campaign which encourages people to tell their story via their plate.
The campaign, entitled myStories, taps in to the emotion behind personalised plates and why people choose to have them, and the personal tales behind their choices. It focuses on the person and their plate, using real examples and plays on the sentiment, “What does your number plate say about you?” And encouraging people to tell their story with a better plate.
The marketing mix combines TV, radio, digital and social media and will run across the next 3 weeks.
In November last year, myPlates launched one of the most exciting personalised plate ranges to date – Australiana. Featuring the Harbour Bridge, Sydney Opera House, Outback and Australian Flag, it featured in TV and radio ads and experienced a strong consumer uptake.
Other significant plate launches and marketing campaigns, include the creation of a dedicated Mustang plate, a plate for boat trailers in conjunction with Marine Rescue, a new Black on Colour range, and most recently, the stunning new NSW State of Origin Plate.
Says Daryl Head, CEO, myPlates: “The demand for personalised plates continues to grow, and consumers are constantly requesting new content, colours and ranges from us. We now have more than 100 styles and colours available, at different price points, for the more discreet car owner to the complete exhibitionist.”
3 Comments
What the ads do not tell you is that MyPlates.com.au is just another way that the NSW State Government has found to rip off it’s voters. Other states allow you to own your plates. Yes, you may (in some cases, but not all!) pay a bit more in other states, but you do not have to pay every year to display them. You can also sell them. This is the bit that the NSW govt doesn’t want – it means they miss out on money. A good example of this rip-off is the plates shown in the picture above. These are STANDARD NSW plates (you would pay $90 more for the Premium plates) – the thing that makes them personalised is that the owners requested the specific combination. If they had been realy lucky, they may have been issued to them by the RMS without being ordered (very slim chance, but they would have been made and distributed even if not specifically requested, as opposed to Custom Plates). But, because you have requested them, you get to pay an extra $104 every year. The RMS states that this is because people with personalised plates tend to replace them regularly. No, people with CUSTOM plates tend to replace them regularly (or sell them in other states), people with their name and birthdate on their plates tend to keep them. 60+ years at $104/year (plus inflation of course) – no wonder the NSW government doesn’t let you own your plates!
absolute ripoff and a scam, gouging like a Russian mobster, plates cost how much to make and they also charge annual fees, Thieves
I’m apensener and have my personal number plate for well over 30
Years .why am I still paying 104 every year .they where given to me for my 50th birthday .I’m 79
Now thanks for your reply