Sebenza was struggling with not only slow uptake in subscribers, but also lack of user understanding surrounding the platform. DarkMatter conceptualised the idea of simplifying the message with a 3-step process and the idea of Khomba. Khonnecta. Sebenza! was born. (Khomba meaning taxi, Khonnecta meaning connect and Sebenza being the brand). By conceptualising a central character (The Sebenza Man), we brought the audience persona to life through a relatable, fun character.

From market research we understood that the target audience responded well to competitions. We knew this was an angle that could work with an incentive-driven call-to-action. A large cash prize was initiated, where new users signing up to the platform could win their share of R72 000. For the first 11 weeks of the campaign, micro prize winners of R2 000 would be announced every Tuesday. In the 12th week a grand cash prize winner would be announced, earning themselves R50 000 by the end of June.  We then set about designing a communications plan to bring the campaign to life.

The campaign was centred around a hero video, which focused on a central protagonist, the Sebenza Man, going through the daily struggle that many South African commuters experience.

In the video he checks his phone to find out he has no data, upon hailing the taxi (Khomba) he enters a subdued environment with other commuters bored for the upcoming journey, he then sees the stickers in the taxi and follows the prompts to connect to the platform (Khonnecta), he enters the online competition and wins! (Sebenza). Once he wins, the taxi turns into a surreal party scene led by the Sebenza Man.

The purpose of the campaign was to reward new users for signing up with a prize that would benefit financially and build brand loyalty for years to come. From this one production we were able to create one full-length video, smaller micro cuts and 200 images both on set and in the studio to be used for further marketing content.

DarkMatter also accompanied the video outreach with 23 pieces of static content for social media, website banners, platform adverts, website take-over collateral and advertorials and editorial design for partnerships in print media.

The campaign was supported by a paid media strategy that rolled out across social media platforms and Google Ads.

The PR component of the campaign was deployed by WAD (Without a Doubt), who supported the digital efforts with media outreach and facilitation, influencer alignment and marketing, events and activations and radio advert placements.

The client has received a total of 507 000 new users within 7 weeks of campaign kick-off, eventually reaching full KPI.

Total clicks were 426 117, with total video views reaching 1 461 405 and climbing.

The Sebenza Man continues to be used at activation events, furthering his reach and appeal within the target audience.

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