I haven’t been tracking recent “accomplishments” in Out of Home advertising around the world. However, I feel that our industry is probably in a convergence stage now whereby all new and exciting technology are moving into the mainstream and are materializing into campaigns such as MasterCard’s AR campaign in Singapore in May 2010.
Stumbled upon Springwise’s article “In Ghana, Mobile Billboard Doubles as Free School Bus”. This socially intelligent OOH advertising resonates deeply in me.
As the article is well written, I shall not re-invent the wheel and just quote heavily; please bear with me:
In some parts of Africa, children must walk as many as 10 km to get to school, making consistent attendance a challenge. At the same time, the African advertising industry is growing faster than any other in the world — almost 20 percent annually. Add those two facts together, and you can see the rationale behind TriKademiK, a new brand butler effort launched earlier this year through French firm Instinct’s Socially Intelligent Marketing program.
The TriKademiK is essentially a tricycle that is rented out as a mobile billboard while rendering free school transport service for up to 6 children at a time. When not in use for school purposes, the tricycle can be converted for use transporting cargo. The TriKademiK vehicles are easy to set up and last for three years; driver training was provided by Instinct, as is maintenance.
The TriKademiK effort was first launched in Ghana. Its launch sponsor was the mobile telecom operator Zain Ghana. Thus beginning with two villages in Ghana’s Hohoe region, the effort has enabled 40 children to go to and from school daily, and has provided employment for 10 local residents as drivers.
The next implementation was in Koforidua thanks to the sponsorship of beverage firm Voltic, which is part of SAB Miller. Through that effort, 55 children are now enabled to attend school and an additional 10 drivers are employed.
Ultimately, Instinct aims to extend to other districts and regions as well to create a fleet of 1,200 tricycles in Ghana that bring 7,200 children to school daily.