Ordinary car owners are being paid to use their vehicles to advertise online agent eMoov.
They belong to the Car Quids scheme, which launched a year ago. People offer their cars to the scheme, and Car Quids then finds advertisers – in this case eMoov. The car owners are paid between £50 and £100 a month.
Advertising messages are attached using vinyl stickers rather than paint, being easier to remove without damaging the car.
Car owners do have the right to reject any particular advert which their vehicle might carry for periods of up to a year.
The car owners driving home the eMoov message are all in Nottingham.
Ed Winters Ronaldson, one of the founders of Car Quids, told Eye that it is a very cheap way of having a Foxtons-style branded fleet.
He said: “eMoov are pushing into cities outside London, and without a physical presence a branded fleet is a great way to build brand awareness.
“The drivers we used for this campaign are all home owners themselves and selected to reflect the brand they are representing. It’s a powerful way of tapping into their social network, including friends and colleagues.
“eMoov don’t have physical offices or company cars. Instead they have used the sharing economy to deploy their own fleet without the high costs associated with it.
“We have had interest from estate agents, but eMoov is the first company in the sector that we are actually working with.”