TBWA Cape Town recently beat out three other agencies to win the national account – worth between R8m and R10m – for windscreen manufacturer Shatterprufe.
According to TBWA Cape Town MD Tim Culley, the goal is to help move Shatterprufe beyond being known for its safety credentials to position it as a premium mass market automotive glass brand.
“In the windscreen industry safety is a ticket to the game,’ says Culley. “All windscreens, including no name brands, must meet safety standards to be sold in the country. We want to move Shatterprufe beyond that, highlighting the consistent quality and added value the no name brands simply can’t match.
“The Shatterprufe account once again offers TBWA Cape Town an opportunity to demonstrate its capability to deliver a fully integrated service across TV, print, digital and direct.’
Bernice Bailey, marketing director at PG Glass, the manufacturers and distributors of Shatterprufe, notes that TBWA Cape Town was selected through a process of elimination. “We felt this agency could best help meet our objective and we look forward to a successful journey with them.
“With the rapidly changing market environment for automotive glass, it is extremely important that we portray and position the Shatterprufe brand positively and entrench the brand as the market leader when it comes to quality and safety.’
Other accounts recently awarded to TBWA Cape Town include Cinema Nouveau, PayU, and Truworths Investor Relations.
