“Too good to be true!” This was the first reaction Mauritians had when they heard about the GoCard concept. A nice postcard distributed for free that they can keep for years at home was unexpected in a country where you have to pay for every single product. Yet, this concept is widespread in Europe and much appreciated as an advertising medium. In Denmark, from where Mikkel Westh – who works in Unique Ltd, the company setting up the GoCards in Mauritius – originates, this is even the advertising mode people like best… So why not here?

First, what is a GoCard? To try and sum up the idea in a few words, we could say it is all about communicating in an original and unconventional way. “GoCard entails placing advertisements on postcards that are distributed throughout the country in public places where there is a constant flow of people, mainly snack bars and restaurants”, says the brochure. Launched less than two weeks ago, the business seems to be doing well… More than 20,000 cards were picked up during their first week. Because “GoCard is the cheapest and most powerful advertisement medium.”

The company has set up stands in about 75 snack bars and restaurants up to now and intends to expand even more. Up to ten postcards can be put on the stand and people coming for lunch can choose their favourite ones at leisure and for free. The company’s main target ranges from 15 to 35 year-olds, as they are the ones who will keep the cards to decorate their rooms for instance. “GoCards have a far longer lifespan,” which makes them more attractive for clients.

<B>No direct competition</B>

But, who are the clients precisely? Of course, “normal” companies are the ones who generally have a budget dedicated to advertising and can afford such campaigns. This is why Unique first targets suppliers of soft drinks, of which the younger generations are generally fond … These companies will pay for a package with Unique for a certain number of postcards distributed in snack bars and restaurants. The prices comprise the printing of 5,000 or 10,000 cards and their distribution over a period of 15 days.

“Generally, companies have their own image, logo and motto that they want us to print on their cards. However, for those who want us to produce the creative design for them, we also can provide this service. Of course, they will be charged for it.” Armand Gachet, who is the managing director of the company, is also in charge of the design section. Just to have some idea, the production and distribution of 10,000 postcards with ready-made designs will cost a company Rs 45,000.

The two partners point out that they are not in direct competition with advertising agencies; their main business is production and distribution. The design, usually made by ‘traditional’ agencies is only a ‘plus’.

<B>Special prices for NGOs </B>

As for the length of the “campaign”, the company can also provide another service. “If the cards are not finished when the fifteen days are up, we replace them with others as we need to have a constant flow of cards, but we can put them back on the stands a few months later if the company wants–free of charge. Otherwise, we return the cards to them”, explains Mikkel.

The company also takes into account various ‘special organisations.’ “As a creative company, we do not want to be considered as a business purely interested in making money. We want to help with public interest events or announcements too”, insists Mikkel. As such, they have planned to offer special prices for non-governmental organisations, as well as for events in the cultural and public domains.

The public has definitely given an enthusiastic welcome to the product so far. There has been such a positive response that Unique Ltd are thinking about expanding their business. They already have contacts with the sole company in Reunion engaged in the same field and are ready to work in collaboration with them if needed. Hence, if a Mauritian company wants to hold an advertising campaign in Reunion or in France, it can all be organised from Mauritius. This should be more practical and cost less.

In Mauritius as well, the partners have other projects in mind and, less than two weeks after the launch of their first products, are already thinking about other advertising methods… “GoCard has allowed us to put one foot into the world of advertising in Mauritius… Now we’re ready to go a step further!”