The Taxi Scrapping Administrator has been mandated by the Department of Transport (DoT) to implement and administer the vehicle scrapping process and payment of scrapping allowances.
THE CHALLENGE Taxi Scrapping Administrator
Increase the number of mini-bus taxis being scrapped across all 9 provinces.
This project went from being a brief on how to communicate with the South African mini-bus taxi industry to seeing us create South Africa’s most-watched Public Service Announcement animated video series. Leveraging the star power of Jonas Lekganyane’s loved character, Noko Mashaba, we were able to not only communicate with taxi owners to scrap their un-roadworthy taxis, but incorporated a public service angle that allowed the public to report un-roadworthy taxis to TSA through social media. Taxi owners and drivers could find out more, and even request TSA to call them, through the USSD platform we developed.
THE SOLUTION Taxi Scrapping Administrator
Reinvigorate TSA’s taxi scrapping message. This involved finding a new way to redesign information the audience had heard through the years. We moved away from the corporate look and feel, and also simplified the scrapping process turning it into “7-step easy”.
Weary of pointing a finger at an already sensitive audience, we further humanised the brand by compiling trivia that highlighted the many positive aspects and benefits of the taxi industry.
Complimenting the print communication (in depth booklet and overview DL) was a 3-part animated video series we created with Jonas Lekganyane, creator of hit Youtube series ‘Noko Mashaba’. In this series, the popular character Noko Mashaba helps get our scrapping and safety message across to the public on an adventure which sees him get into an altercation with a taxi driver who owns a scrap taxi.
- Campaign Look and Feel
- Campaign Marketing Elements; Design and Production
- Animated Video Series; Concept; Animation
- Website; Design and Development
- Youtube Page Management
- Mobisite; Design (back-end partner)
- Activation Theatre (in partnership with “Thenx” female performance artists)
Animated Video Series 1/3
Animated Video Series 2/3
Animated Video Series 3/3
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THE RESULTS Taxi Scrapping Administrator
Reinvigorate TSA’s taxi scrapping message. This involved finding a new way to redesign information the audience had heard through the years. We moved away from the corporate look and feel, and also simplified the scrapping process turning it into “7 easy steps”.