2017 Winners & Shortlists

The Campaign

Nairobi is infamous for traffic. We had to show how the features of Little app capture the spirit of the urban life. We expressed the value of little pleasures that can have a great impact on an experience. Hence, "LITTLE GOES A LONG WAY" A campaigned aimed at portraying the value of small pleasures having a great impact on experience.

Creative Execution

We used video and animated GIFs to bring to life the features of the ride with Little app. We used key symbols that illustrated music, wi-fi and others on the go. We also used GIFs to grab the attention of the viewer on social media because attention span is short and competition for it, is stiff. Our touch points were across social networks: Facebook, Twitter, Instagram. We also had sponsored ads. the materials were a vehicle, symbols of the features e.g G-clef for music, wi-fi icon for internet. We also used a city backdrop to represent the metropolitan culture of Nairobi. Multiple colours brought out the vibrancy of the brand, city and the target audience. We identified key elements that captured the experience,sketched them out, then brought them to life through animation. the key elements. It was targeted at Kenya's largest cities where the service was being launched.

Indication of how successful the outcome was in the market

Over 10M impressions were achieved in the period over time, a total of 93K clicks were registered. The platform registered over 7K Downloads with a conversion rate of 12%. The campaign registered over 22 M exposures. 2M unique audiences were REACHED via Facebook & Direct Buys. Additionally, we got over 247K Clicks across all platforms. We generated TOM awareness through paid media at the lowest cost of contact We passed our targeted KPI’s presented on reach, impressions and engagement The campaign on Facebook Engagement performed extremely well having registered a 11,763 engagement which gave back 1664% more engagements than estimated . We registered over 13,641 downloads at lower costs than estimated Facebook $0.50 and Google $0.53 against the estimated $1.00

Little app is designed to augment their passengers' trips so that they can enjoy a riding experience that suits a metropolitan lifestyle: Always connected, intuitive, self aware and ambitious. We had to bring out the free wi-fi on the go, custom music entertainment, and location sharing as novel experiences everyone had to try out. We used GIFs that made created a feeling of motion and on the go. We also set it in a back drop of the city that constantly envelopes you in Nairobi. In addition, we synchronised the features with the routine of commute to show that the trip needn't be mundane if you took a ride with Little. Our target audience were urban youth & working class, 18 - 35 years. The GIFs integrated well with the global trend of using GIFs to chat and post on social media. Attracting the attention of riders.