Primedia Unlimited secured the exclusive advertising rights for the Tuk Tuk vehicles – that are traditionally associated with the bustling streets of cities like Mumbai or Kinshasa - after the vehicle operators approached them to secure the commercial sustainability of the project. This followed a lengthy two and a half year battle to secure the appropriate licences and despite the challenge of it being a highly capital intensive project upfront.

Primedia Unlimited CEO Ken Varejes says; "Fortunately, Old Mutual came on board and recognised this is more than just advertising, but also a transport solution as well as a job creation project for the 25 Tuk Tuk drivers. Not only is Old Mutual’s brand presence significantly increased within the Sandton business district, but this cost effective, experiential advertising platform ensures a memorable experience for consumers and promotes brand longevity.”

The TukTuks are now acting as mini moving billboards for five beneficiaries of the Old Mutual Foundation’s CSI initiatives namely, LEAP Science and Maths School, the Heiveld Co-operative, the Bulungula Lemon Grass Ladies, Old Mutual Legends Programme and the Wildlands Conservation Trust. They are currently centred around the Sandton CBD, providing an ideal customer base of commuters who need a short trip to their destination at a competitive rate

Old Mutual’s Shesha Tuks account manager, Sarah Gurney explains; “We were looking for a visually impressive platform to raise the profile of some of Old Mutual’s CSI beneficiaries and to demonstrate the great work that its CSI division does for previously disadvantaged communities across the country. Shesha Tuks was therefore seen as a cost effective means of transportation in South Africa. With the lack of public transport services in the country, we aim to contribute to relieving pressure on existing transport alternatives.”

Gurney says one of the most important aspects of the project is its empowerment of the 25 Tuk Tuk drivers. “By utilising this model, drivers are incentivised to complete as many trips as possible and to provide the commuters with an experience second to none since the more fares the drivers bring in, the more profits they make. Overall, the Old Mutual Foundation recognised that the Shesha Tuks isn’t only about advertising but is also a transport solution and job creation initiative that sees 25 drivers literally on the road to a brighter future,” she adds.