by Remon Geyser (@remongeyser) How may brands target the millions of commuters relying on public transportation in Nigeria, Ghana and Kenya? We reached out to our creative network across several African countries to dive deeper into some of the trends and technologies.
A system of transportation has always been an integral facet of urban life in the bustling streets of African cities. As private investments stimulate the transformation of archaic urban infrastructure into more “modern” design, are the modes of transport also changing? In 2015, what is the situation for this sector in these growing capitals, and how may brands target and engage with passengers to establish sustainable relationships?
Lagos
Nigeria’s capital city, Lagos, has established plans to develop a rail transit system. While the financial matters and governmental relations are underway, an alternative avenue lies in private taxis, which vary in price. Government publicity campaigns haven’t made an impact in promoting this mode of transport, but the growing mobile sector has allowed for digital campaigns to thrive.
Easy Taxi, a multinational company and downloadable mobile app, is turning on the consumer ignition in Lagos. Appealing to metropolitan urbanites, a campaign was executed last year to position Easy Taxi Nigeria as the safe and convenient way to travel around the city. It promotes safe, reliable and convenient taxi fares in the city of Lagos — all at the tap of smartphone screen.
The Bus Rapid Transport (BRT) system is arguably the most-popular medium of mass transport in Lagos. Running parallel to the streets and pedestrian routes, these buses are arguably used more often than any other means. They run on “interference” free lanes, which are dedicated solely to their daily operation. The recognisable primary colours of red, blue and yellow of the buses are a common sight in the Lagos CBD.
The state government granted Lagos citizens a boon by releasing 100 wifi-enabled, air-conditioned metro buses earlier this year in February 2015. This tech boost is expecting to provide over 5000 people with jobs, an additional boon for the local economy.
The local government formed a partnership with LAGBUS Asset Management Limited, which hoists itself on the branding podium with its website. Nokia, MTN and Microsoft have sponsored the follow-through and branding implementation of the free wifi aspect of these buses. It amplifies their presence in African countries and therefore expands market share, brand awareness and potentially gross revenue.
Accra
The Ghanaian capital of Accra has also invested in urban growth, as well as tourism and infrastructural development. But what of its transport systems and branding thereof?
The most common ways of getting around from point A to B lie in the usage of “share taxis”, known locally as tro tros. These vehicles perform a vital service, as much of the general public cannot afford to travel in “style”. The abundance of these vehicles ensures that a means to get around the city is always viable — however, the resulting issue of traffic influxes and clogged, poorly maintained roads comes into play.
Local brands don’t use tro tros in advertising or communication platforms; however, there is an online blogging site which helps to weave the social fabric by creating a community that details the experiences of the tro tro lifestyle — aptly named TroTro Diaries. The website and blog were featured on CNN’s Inside Africa in 2013.
Nairobi
In Nairobi, the gem of east African urban development and economic growth, a similar consistency of trains, minibus taxis of various sizes (colloquially referred to as “matatus”) and mainstream buses provide city dwellers with transport.
The matatu minicab has evolved to become an extremely trendy means of transport. Not only providing passengers with an affordable and convenient way to get around Nairobi, the drivers often visually customise exteriors to attract the attention of new customers.
The highly impressive creative input that is apparent with matatu culture in Nairobi is a great platform to appeal to the youthful influencers of the metropolitan city. This is amplified with Kenyan hip hop and rap, with music often heard blasting through vehicles’ speakers. The culture is therefore well-engaged with the Nairobian front, being a young and thriving African urban metropolis.
In 2014, Tria Group, a Kenyan transit-advertising company based in Nairobi, grasped the golden opportunity to integrate branded communications as makeshift artwork onto the vehicles. It is now a common sight to see branded art in the midst of this “creative bodyworks” expressionism.
For now, Pan Africa seems to be favouring buses and minibus taxis for the transportation of its citizens. Plans for futuristic, highly innovative and sophisticated metro railway systems are in place, yet the failing logistics and feasibility issues often leave these ideas uncared for. Private investment is needed for more tech-savvy advancements in the realm of African public transport.
This information was provided by Springleap’s Trend Spotting platform.
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Remon Geyser (@remongeyser) is a burger fanatic, wine connoisseur and eSports enthusiast (yes, a fancy term for playing computer games). He is also the research lead for Springleap, heading up a new global creative research division while obscurely attempting a PhD. Springleap provides instant creative expert feedback to rock marketing ROI. Remon will be contributing the new weekly “Talk Africa” column, covering Pan-African trends, on MarkLives.com.
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