As part of its plans to ensure that sufficient publicity is created as regards the rescheduled elections for March 28 and April 11, 2015 and as part of its voter education programme, the Independent National Electoral Commission (INEC) in league with the United Nations’ Development Programme (UNDP), European Union (EU), have entered into a partnership with KekeADs, the transit media system patented by Smate and Smate international Ltd, to brand 5000 tricycles (kekes), in order to extend the commission’s messages, as far as the elections are concerned.
The transit media operator will now carry messages from the INEC/ UNDP/EU via its reflective printing technology that allows advertising campaigns placed on the Keke Display panels to continue to be visible to commuters in all the states of the federation. The displays targeted at the grassroots and voting public are visible at distances up to 200 meters and enjoys the captive audiences of the commuters inside.
“We believe this will be sufficiently captivating for the target audience – the commuters who find themselves frequently behind the Kekes in traffic while on the move and accomplish its primary aim: getting every Nigerian to know that they have got power in their permanent voter’s card.”
Someone with the commission, pointed out that the main target is the Nigerian voter. “Nigerians need to go out and collect their PVCs and vote objectively, without fear of being intimidated by anyone at any time, in the course of the polls. This project will be undertaken in accordance with the specifications stated herein and applicable INEC and UNDP regulations, rules and directives, and subject to independent monitoring."
“This agreement also increases INEC’s scope for the expanded civic and voter education activities mentioned above,”
Smate & Smate revealed that the adverts will begin to appear on the Kekes within a week, when the production of the panels must have been completed and the registration of Keke drivers who will be responsible for carrying the adverts, both on the inside and on their rear-ends, would have been completed.
In 2012 a competition organized by KekeAds, promoted the works of developing creative artists and at the same time drew attention to various cause related messages. Featuring imaginative works and the diverse skills of many photographers, copywriters and graphic artists in Nigeria, the CAGAC project was instrumental in regenerating Creative Arts in Mass Communication in Nigeria and among other achievements, it was an instrumental factor in making Social Causes an important aspect in the lives of Nigerians as they commuted, encouraging Social Responsibility in Nigeria, providing an opportunity for the public to become more aware of the issues that affect them and enhancing the perception of the KekeAds media as a powerful communications tool amongst the commuting public. The organizers made sure that the competition focused on capturing the imagination of the public, improved the awareness of the causes, helped with commercializing the works of the participating graphic artists, assisted in protecting lives, promoting healthcare, and helped with engendering behavioural change among Nigerians.
Kekes carried various messages across the country and coud have be utilized in giving out important numbers of the security agencies and in reminding people to be on the lookout for suspicious activity in these turbulent times. We are always pleased to make a contribution towards meeting the commitment to protecting the lives and property of Nigerians.
The KekeAds inside panel and leaflet distribution system are visible to the passengers inside, to further enhance any campaign and disseminate critical information educating Nigerians on the right action to take to defeat terrorism and tackle other social problems. The back panel makes an impact on motorists and their families, whenever they are behind a Keke in a traffic jam or on the move. Smate & Smate have estimated that over 30 million people see the messages daily in a national campaign involving KekeAds panels.
The CAGAC challenge became a catalyst that encouraged a legion of creative people in the industry to showcase their skills and their belief in the power of the synergy the Keke motor tricycles has with commuters. The competition will be the first of a series of projects for the Entertainment, Creative and Graphics Arts which will be used to encourage public enlightenment on social problems affecting the nation.
As part of its Corporate Social Responsibility agenda, KekeAds made available its patented Keke Advertising Display system, to promote the call centre telephone numbers of Lifeline Care Association, which provide ambulance services and rescue missions in the FCT. The numbers are promoted through the back panels on Keke tricycles all over the city.
Lifeline Care Association have managed to reduce mortality rates.in the FCT and is a service which requires a high degree of awareness amongst the general public in order to be effective. In the event of an emergency, the placement of the Lifeline call centre numbers on the Keke display system could help save lives. We are pleased to be associated with the Lifeline Care Association and will support their endeavours to create a safer and more conducive environment in the FCT.
Lifeline has over the years carved a niche out for itself where emergency services are concerned within Abuja. The founder and CEO Dr. Nkem Momah applauded the support from KekeAds and said, “Lifeline recently acquired a call centre facility to improve its life-saving humanitarian service. I believe the placement of our emergency contact telephone numbers at the point-of-need, the roads, is a positive development which will bring our services closer to the victims, hopefully, in time to save lives and make a difference.”
The Keke motor tricycle is getting more interesting as the KekeAds brand launches the installation centres across the nation. Advertising display boards are fitted behind the Keke, facing the commuters in cars driving behind it and on inside panels facing the passengers inside, with an option of having a built-in leaflet dispenser.
Many of the Cause-related messages on display will be aimed at creating awareness among the public on issues like security, health issues, environment and education. Besides this, the Leaflet Distribution System (LDS) will also provide information on leaflets which interested passenger can pick up free of charge.
The Kekes are on the move on the roads these accidents occur and the synergy with Lifelines’ objectives is quite obvious. The Keke display system could also be effective in the current fight against terrorism and could take awareness messages to the people and areas missed by the conventional advertising media such as expensive TV spots, which are missing the target audience the messages are designed to reach.
The project is the first of its kind in the FCT. People largely opt for Kekes for mainly short journeys of 20 to 30 minute duration and KekeAds want to catch their attention. The Keke drivers benefit nicely, as a share of the advertising revenue generated is given to them as a rental fee for use of the motor tricycles. They won’t have to pay any registration fee to participate in the KekeAds System.
The idea is a hit among Keke owners and drivers in the FCT as over 500 of them have already come forward to adopt the system and earn more money. We have plans to install the display panels for clients on 3,000 Keke motor tricycles in the city in two months. Once we promote the idea, we are hopeful of a great response from SMEs, the public sector and multinational brands. The advertisers are also interested in the medium as the pricing is one of the lowest in the out-of-home media sector.
Innocent Dike, the first Keke driver who got the new system installed on his vehicle, was extremely happy. He revealed how some travellers were engrossed with the panels and how he had to actually remind them that they had reached their destination. “I am getting additional income too. I am now adding as much as N2,000 per month on an average to my income after getting the system fitted,” he said.
The company has plans to implement the concept all over the country and offers franchise opportunities for each region.