Our Destination? Absolute Relevance in our African Markets.
We developed the communications strategy for South Africa and recommended a key focus on job creation, empowerment and skills training of drivers, as well as the reliability, affordability and safety benefits of using the application.
The BCW Africa team developed local key messaging, prepared Q&As and briefed Uber’s country managers for South Africa and Nigeria.
We managed launch media campaigns and promotions and provided strategic input regarding all regulatory issues around market entry or challenges in the market, including the impoundment of vehicles.
An associate director from the agency was seconded to Uber in Johannesburg for two months, to work closely with the country manager and to set up the communications division as a springboard into the rest of the continent.
Media coverage exceeded expectations and excellent relationships were established between the country managers and key media.