CHALLENGE: Gautrain experience low ridership in December, create a campaign that will increase ridership
during the december period.
After delivering a successful Eco-Mobility campaign for the City of Johannesburg, the Bombela Concession Company’s marketing team approached Sadmon to develop and execute their summer campaign. Their objective was to increase ridership on the Gautrain during summer vacations.
Sadmon created the campaign idea: DISCOVER THE SLEEPING GIANT. Campaign insight suggested that residents, who remained in Gauteng during the festive period, argued that there was nothing to do in Gauteng during the December holidays.
The campaign set out to prove that there are many things to do in Gauteng when you set out to discover Gauteng by riding the Gautrain. The idea connected those on holiday with holiday opportunities (special offers/discounts to holiday venues) via the use of the Gautrain.