inDrive

OBJECTIVE

Create a purpose-led campaign, using the arts as a platform to create awareness and build trust around inDrive.

Focus on the people we need to impact, investing in purpose to create something memorable.
We partnered with an Amapiano singer and two songwriters to create a song for inDrive called Layita Khayelitsha (Light up Khayelitsha), and for every 1000 streams of the song, a large solar light would be installed in the township. Our target was 50 lights from 100 000 streams).

Create a purpose-led campaign, using the arts as a platform to create awareness and build trust around inDrive.

Focus on the people we need to impact, investing in purpose to create something memorable.
We partnered with an Amapiano singer and two songwriters to create a song for inDrive called Layita Khayelitsha (Light up Khayelitsha), and for every 1000 streams of the song, a large solar light would be installed in the township. Our target was 50 lights from 100 000 streams).

We worked with three media partners to create content that told inDrive’s story as well as profiling our musicians, encouraging their readers and listeners to download the song.
Traditional media relations was use to reach the wider audience announcing the campaign and encouraging radio plays. We also used this to announce the results of the campaign and to show the impact the solar lights had in the community.
Outside of PR, activations were used to drive awareness at Rands and community leaders were onboarded to support the campaign.

We worked with three media partners to create content that told inDrive’s story as well as profiling our musicians, encouraging their readers and listeners to download the song.
Traditional media relations was use to reach the wider audience announcing the campaign and encouraging radio plays. We also used this to announce the results of the campaign and to show the impact the solar lights had in the community.
Outside of PR, activations were used to drive awareness at Rands and community leaders were onboarded to support the campaign.

33 x free editorial articles worth R 344 577.61.
3 x media partners using paid content to drive messaging with value add negotiated on top worth R 85 398.28 (not a true reflection as some of the partners were unable to quantify their editorial value.
235 000 streams across all platforms.
75 lights were installed.

33 x free editorial articles worth R 344 577.61.
3 x media partners using paid content to drive messaging with value add negotiated on top worth R 85 398.28 (not a true reflection as some of the partners were unable to quantify their editorial value.
235 000 streams across all platforms.
75 lights were installed.

Media and the public love a feel good story and tapping into something relevant and supporting local artists in the process was well received by the media and consumers alike.
The messaging presented inDrive as a business invested in South Africa and fostering young talent. It showed consumers that inDrive is an organisation that prioritises its customers and understands where they are in their various life stages and what is important to them.

Media and the public love a feel good story and tapping into something relevant and supporting local artists in the process was well received by the media and consumers alike.
The messaging presented inDrive as a business invested in South Africa and fostering young talent. It showed consumers that inDrive is an organisation that prioritises its customers and understands where they are in their various life stages and what is important to them.