WHAT IS CAROBARI?
We are a transit advertising company headquartered in Karachi which
serves markets nationwide. As a new communication channel, we specialize in getting a brand’s message seen in geographies of interest through the means of car wrap advertising applied on everyday driver’s cars.
HOW DOES IT WORK?
We work with our brand partners in understanding their marketing goals. If hyper-targeted brand-awareness is an important piece of the media plan, we will make an appropriate campaign recommendation regarding the wrap style, quantity of cars, and campaign duration.
Once confirmed, we then recruit, screen, and admit drivers into our brand partner’s campaign who drive in the region of interest and who hit all four of our needed driver quality check points. At a confirmed start date, all admitted drivers come to our facility and their vehicles are wrapped in our brand partner’s advertisement in a matter of hours. The car is then returned to the owner, and for the next several months the car is generating powerful impressions everywhere they drive in their community. Through the use of our phone app, all driving activity is tracked and reported back to our brand partner on a monthly basis.
WHO ARE THESE DRIVERS THAT HAVE SIGNED UPWITH CAROBARI?
The drivers in the Carobari network are safe, high-mileage, everyday drivers from the local community who want to earn residual income for driving around with a brand on their car. More specifically, our Carobari drivers are a myriad of esteemed community members; an eclectic mix of engineers, teachers, Uber and Lyft drivers, delivery drivers etc., all whom have consistent driving patterns and keep a 2002 model car or newer in excellent condition.
HOW MUCH EXPOSURE ONE DRIVER CREATE?
Each Carobari driver must drive a baseline of 1200 kilometre per month, and their primary mileage must be cored in the defined zipcodes or cities of interest. Using historical data, Carobari has concluded that accurate driver impression representation is largely a function of the population density of the area being targeted. A driver in Karachi for example, may generate 90,000 impression per months, whereas a driver in Lahore driving the same amount of monthly miles, may generate only 30,000 impressions per month. Every km driven by our wrapped car drivers is equivalent to between 20 – 80 impressions per km and this important coefficient is linked directly to the population density of where the cars drive.
HOW ARE CARS WRAPPED?
This is where our company truly differentiates and specializes. Similar to how plumbers or electricians have a specialized skill set for their trade, a master car wrap installer has developed a very specialized skill set for this trade, and this is the talent group we bring in to implement car advertising campaigns nationally. Our team of master installers, comprised of a trained network around the country, can conduct a full-wrap installation within four to six hours depending upon the size and body style of the car. This need for speed, while not compromising on the quality of the wrap job, is an integral part of our company’s DNA which allows us to roll-out massive car campaigns across the nation in a very short period of time.
HOW LONG DOES IT TAKE TO SETUP A CAMPAIGN?
Caobari requires at least one month from agreement signing to having all cars wrapped and on the road. The driver screening and selection process requires at least two weeks, and, depending upon how many cars are being wrapped, another two weeks to wrap and roll-out all drivers we select for the campaign.
WHAT IS THE LEGAL ARRANGMENT BETWEEN CAROBARI, THE BRAND AND DRIVERS?
The legal arrangement we structure with the drivers is that of an independent contractor. We contract the right to put our brand partner’s message on the car for a certain period of time. We explicitly state that the drivers are never to drive around merely for the sake of advertising – this ensures that the driver’s personal auto-liability coverage stays intact if an accident occurs. The drivers are not employees of Carobari, nor our brand partners.
CAN DRIVERS BE GIVEN MARKETING MATERIAL TO HAND OUT?
We do encourage our brand partners to give us marketing material that we can give to the campaign drivers. Drivers get stopped daily and asked about the car and the featured brand, so it’s favorable to give curious inquirers a call-to-action. This has been an important factor of success for many of the campaigns we have implemented.
HOW DO WE PAY TO DRIVERS?
Carobaricharges monthly from a brand based upon a fixed price per car for every car in the campaign. Our CPM falls anywhere between Rs. 10,000 – 25,000 depending upon the population density of the area being targeted and the style of wrap being put on the car.
For specific pricing information, please email firstname.lastname@example.org