Using social media as the preferred medium, Old Mutual (OM) successfully launched its Tuk Tuk (mobile billboard) campaign to publicise its CSI initiatives.
Tuk Tuks as moving billboards
The Old Mutual (OM) Foundation is using Shesha Tuk Tuks (a new Sandton CBD taxi service) to create awareness of its CSI initiatives through visibility.
Launched on 6 November the company has taken ‘mobile billboards’ to a new level in South Africa. Tuk Tuks as a taxi service is new in South Africa so there is no doubt that, initially at least, the moving billboards will be noticed and bound to be a topic of conversation in most northern suburb households.
Social media campaign
To publicise the launch Old Mutual used social media. Ten bloggers kicked off the launch with an Amazing Race-style challenge on the Tuk Tuks through Sandton. Bloggers were tweeted clues by the agency used for the launch, Positive Dialogue, and needed to complete 10 activities with help from online followers. The clues sent blogger followers to the Old Mutual Foundation’s website and provided entertainment for the followers who participated virtually.
Ten of South Africa’s top bloggers were invited to participate in an Amazing Race-style challenge on the Shesha Tuk Tuks through the streets of Sandton. The challenge required the bloggers to complete 10 activities with the help of their online followers. The bloggers were tweeted clues by the Positive Dialogue team, and then had to ask their Twitter followers for the answers before they were allowed to move on to the next task. The clues drove the Twitter followers to the Old Mutual Foundation website, dogreatthings.co.za/foundation, educating them about Old Mutual’s CSI initiatives while entertaining the online community who were virtually participating in the race.
Among the top words used were #sheshatuks, @oldmutualsa, sandton and challenge.