Brand Challenge 2020 came and went very quickly. We were put into teams and given a real life brand to work with. My group got the CIPLA foundation, with the new Mobility brand underneath them.
We were tasked to rebrand Mobility- a young American brand that has a vision to deliver chronic medication to patients living in peri-urban areas across South Africa.
This is what we came up with...
We wanted to localise Mobility and give it a South African flare. We wanted to show movement and action with the logo because they are a delivery service- thus why the 'M' has little lines following it. The movement is also shown from the line that moves from the 'M' to the 'I', the M represents the brand Mobility and the I represents the patient.
We created posters to display around rural areas. With these posters the patients were given the opportunity to relate and interact with them. The four posters on the left would be posted up around spaza shops, and the four on the right would become street pole adverts.
We went on to create posters and backsplashes for the bus stop shelters. This is where people will wait and get a chance to read about who Mobility is and what they have to offer.
We created brochures that would be handed to the patients who wait in long lines at the government clinics. These brochures will show the journey, as well as give important information to the patients. They are also something to help pass the time while people wait in line.
We also created a storyboard of a TV advert that would be produced by Mobility. In this advert the idea of 'time' was brought in. The advert would show an old man being asked 'what would he do if he had more time'. This whole idea plays on the fact that he has a chronic illness, and the fact that he spends a good amount of time waiting in long lines. He answers the question by saying he would want to take up old passions of his, to provide for his family and do the things he wishes he could do.
We didn't stop there. We thought this campaign deserved a louder voice, and what better way to do it, but with creating radio adverts.
All of the radio adverts tell stories about the different lives that have been changed because of Mobility. They have been given time to do the things they love and be with the people they care about.
Our concept stemmed around Mobility putting its patients first in line. Through our research we gathered very strong insights that led us to where we got in the process of making this campaign so successful.
We placed branding on taxi's because this was one of the biggest modes of transport that the target audience used.
And finally we placed short snippets of information on the taxi rank TVs, here people waiting in the lines for the taxis will watch the TVs and gather more information about Mobility.
