Pudo: Go-To-Marketing Strategy and Campaign

the what

The Courier guy approached us to launch their new national brand, pudo – which stands for Pick Up Drop Off. pudo was an existing international brand that they were bringing out from Spain with an existing logo and identity. The brief? Refresh, localise, educate and go wild to ultimately drive uptake!

Couriers have seen a huge increase in residential deliveries as customers move to online shopping after the COVID-19 pandemic and work-from-home set-ups. 

Since residential deliveries usually consist of smaller package sizes that are spread out over several addresses this was a great “fit” for the Courier guy’s new locker system Pudo.

the how

In a world just hit with chaos, we had the opportunity to bring a brand to life in such a way that allowed us to bring some smiles to a nation that really needed it! This brief was close to our hearts and we were able to strategise and create content that spoke in in all different South African languages, really embracing the diversity of our beautiful country. From Nxa, to lekker to haibo and umfazi we had the country laughing and the couriers busy – which for us was an all round win.

The target market?

South Africa

The fact that you can send from as little as R50, meant that our audience could include every South African who needs to send a parcel efficiently and affordably within the SA borders.

We also ensured our comms and content spoke in various African languages to ensure diversified content was delivered with the same objective of keeping mzanzi smiling.

Check out the project case study video here

Measure of success?

5.4 million

impressions

< 64 000

people liked, shared
or retweeted the ads

< 16 731

clicks

24 173

conversations joined
by AI technology

Where creativity
meets purpose

I started JAW in 2010 as my main ‘before I’m 30’ goal. The vision was to create a design agency that wasn’t ‘cool.’ Where you don’t wear sunglasses indoors, hobnob with pretentious crowds or only take on CSI projects to win awards instead of actually making a difference! A place where slippers and a sense of humour are a must, happy hearts fill the space, and design is seen as a tool for change.

– Jeni-Anne Weitz, JAW herself.