Objective

Sebenza Wi-Fi, which provides free internet access to taxi commuters across South Africa, sought to rapidly grow its subscriber base. The goal was clear: secure 600,000 new users within 11 weeks. DarkMatter was tasked with crafting an engaging, incentive-driven B2C campaign that would not only drive sign-ups but also enhance awareness and understanding of the platform among commuters.
Services Rendered: Creative Strategy, Video Production, Graphic Design, Social Media Strategy

Strategy

Sebenza faced two key challenges: low subscriber uptake and a lack of user awareness about the platform’s benefits. To simplify the message and encourage engagement, DarkMatter introduced the three-step concept:
  • Khomba -  Hail a taxi
  • Khonnecta  - Connect to free Wi-Fi
  • Sebenza Get online and win prizes!

At the heart of this was The Sebenza Man, a relatable, charismatic character designed to resonate with the commuter audience and bring the campaign to life in a fun and engaging way.

Through market research, we identified that the target audience responded well to competitions and incentives. This insight shaped a cash prize structure designed to drive engagement:
  • Weekly micro-prizes of R2,000 were awarded every Tuesday for the first 11 weeks.
  • A grand prize  of R50,000 was awarded at the campaign’s conclusion in June 2024.

This approach created consistent engagement, keeping users actively involved throughout the campaign.

Execution

The campaign was built around a hero video, showcasing the Sebenza Man’s journey as he navigated the daily struggles of a typical commuter.
The video followed a clear narrative arc:
  1. The Sebenza Man checks his phone and realises he has no data.
  2. He hails a taxi (Khomba) and finds himself in a dull, lifeless commute.
  3. He notices Sebenza Wi-Fi stickers, follows the simple connection process (Khonnecta) and enters the competition.
  4. Upon winning (Sebenza), the taxi transforms into a party scene, turning an ordinary commute into a moment of joy.
 
From this one production, DarkMatter developed a full suite of marketing assets, including:
  • Video Content: One full-length commercial and multiple micro-cuts for social media.
  • Static Visuals: Over 200 high-quality images captured on set and in the studio.
  • Digital Media: 23 pieces of social media content, website banners, platform adverts, takeovers, and print media assets.
  • Paid Media Strategy: Rolled out across social media and Google Ads to maximise reach.
 
Additionally, PR efforts, led by WAD (Without a Doubt), amplified the campaign through:
  • Media outreach and facilitation
  • Influencer partnerships
  • Events and activations
  • Radio advert placements

Results

The campaign delivered exceptional results, significantly exceeding expectations:

  • Subscribers: 507,000 new users signed up within the first 7 weeks, ultimately surpassing the 600,000 target.
  • Engagement:
    • Total video views: 1,461,405 (and climbing)
    • Total clicks: 426,117
  • Lasting Brand Impact: The Sebenza Man became a recognisable brand figure, continuing to feature in activation events and engaging with the target audience.

By blending storytelling, incentives, and a strong digital strategy, DarkMatter successfully positioned Sebenza Wi-Fi as a go-to connectivity solution for South African commuters, ensuring long-term brand affinity and user engagement.

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