Siyaya means ‘ We are driving’. Instead of complaining about the state of taxi driving in South Africa, Brandhouse and Arrive Alive took a proactive approach to combat the problem. ComutaNet’s Interactive Promotions department took on the challenging task of educating more than 100 000 taxi drivers about the vital role they play in the community. The results exceeded client objectives. Campaign Overview Account: Brandhouse Agency: ComutaNet Campaign: Brandhouse No 1 Taxi Driver Promotion Formats: Interactive Promotions – a five burst competition and awareness drive The Brief Brandhouse needed a campaign to drive South African taxi drivers towards safer road use, towards greater respect and awareness. The campaign had to reinforce the importance of obeying the rules of the road. Commuter and taxi driver participation was key. The Big Idea The competition has been running for two years - but 2007 was the first year the competition was launched on a national level. As a part of its Corporate Social Investment (CSI) programme, Brandhouse concentrates its energy on the responsible consumption of alcohol. The Number 1 Taxi Driver campaign is its main focus. ComutaNet was selected as an ideal partner for this initiative as it had the reach into commuter hubs, a proven infrastructure, and trained staff to interact with taxi drivers and commuters. The campaign cleverly combined ComutaNet’s most effective promotion strategies. The promotional areas dominate the taxi ranks and catch attention of taxi drivers and commuters. Client History Brandhouse is a South African joint venture between Diageo, Heineken and Namibian Brewers. It boasts an unrivalled portfolio of over 40 premium alcohol brands including Smirnoff, Johnnie Walker, J&B, Bell's, Windhoek and Heineken. How did the campaign work? The competition was conducted in 9 provinces, 52 areas and reached more than 100 000 taxi drivers with the message: “Be Alert, Be Sober, Be Safe”. The competition ran from 15 January to 17 March 2007. ComutaNet’s Roving Stage Trailers and Leaflet Distribution promoted the competition at selected sites and directed drivers to ComutaNet’s Gazebo Promotions at bustling commuter convergence hubs in Gauteng, Mpumalanga, Limpopo, North West, Free State, KwaZulu-Natal, Northern, Western and Eastern Cape. ComutaNet promoters supplied information on the competition and allowed entrants the opportunity to fill in entry forms. The campaign message was widely spread via promoters’ one-on-one efforts and their distribution of campaign materials as well as by other dedicated ComutaNet educators, Taxi Talk, in the taxis with the passengers. Bumper stickers and brightly coloured T-shirts further supported awareness for taxi drivers. Passengers and taxi drivers called in or sent a text (SMS) message to nominate exceptional taxi drivers. Ten names were drawn at each of the 52 participant ranks. The finalists undertook written and practical road safety tests. The top three from each province received prize money. The triumphant overall winner drove away in a Toyota Siyaya 14-seater mini bus. As many drivers are not the actual owner, the winner was more than ecstatic. Challenges faced Initial campaign resistance. ComutaNet staff reported they struggled to change the mindset of taxi drivers. Often the drivers claimed they were too busy to fill out the forms. Other regarded the campaign with scepticism – believing it would only benefit those in Gauteng, or a ploy to arrest drivers for outstanding traffic fines. Once the promoters highlighted the great prizes available, drivers reconsidered and entered the competition. By the third burst of the campaign, promoters were inundated with entries. What was unique about the campaign? Overall feedback from the field yielded unique insights into the commuter market. Younger commuters identified their favourite taxi drivers as drivers with a clean, newer taxis playing funky music. Older commuters preferred careful drivers who obeyed the rules of the road. The general feeling was that the campaign increased respect for taxi drivers. Many suggested taxi drivers had learned by the competition and were less terrifying and rude. Others noted a slow, but definable change in driver attitudes. What were you hoping to achieve? The campaign aimed to educate drivers, promote safer driving on taxi routes and meaningfully engage commuters to create positive role models in the community. The response The campaign created higher levels of safety awareness and passenger respect among taxi drivers. It garnered extensive media coverage. Messages of support from the highest echelons of government included that of Jeff Radebe, the Minister of Transport. Brandhouse set ComutaNet a target of 100 000 entries. The campaign exceeded target, with 124 636 entries submitted. The campaign was a classic example of catching more bees with honey than vinegar. It rewarded good behaviour rather than clamped down on poor driving habits - with stronger results.