ABOUT THE WORK
Long queues were simply part of the journey, especially during busy holiday periods when millions of motorists take to the roads. To change this behaviour, SANRAL launched the tags are the way to go campaign, introducing motorists to a smarter way to travel through the relatable Gogo character.
The campaign demystified the technology, showing just how easy it is to get, register, and use. By simplifying the message and using ugogo at the centre of the story, the campaign helped transform the tags from a payment solution into a travel essential.
As more motorists embraced the smarter way through tolls, perceptions also shifted around travel convenience, proving that the easiest way is also the smartest. If Gogo could use a tag, anyone could.
CREDITS
Brand/Client: SANRAL
Agency: Blueprint Communications Group
Executive Creative Director: Eureka Nkese / Itsoseng Matsane
Film Production Company: Blueprint Communications Group
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