Omulunga Radio, an Oshiwambo-speaking station, is by a long measure Namibia’s commercial radio station with the largest listenership base. (According to the Media Metrics 2019 – approx. 400,000 listeners reaching the Oshiwambo market with a disposable income).
The Aawambo nation is very community-orientated – something Omulunga respects and focuses to cater to.
During the Covid-19 pandemic, Engen and Omulunga celebrated public transport operators for putting themselves at risk daily to transport Namibians. The campaign aimed to engage with taxi drivers in a positive way at Engen branches across Namibia, encourage taxis to act responsibly, and to award them for their work.
An initial goal of 500 valid entries was set. The campaign rolled out on radio, social media and at all Engen branches in Namibia. Taxi drivers collected bumper stickers, took a safety pledge and entered the on-air competition to stand a chance of winning N$1,000 each day.
Within two days, the first batch of bumper stickers at Engen stations countrywide had run out. Over the next two months, Omulunga received 1,418 valid entries – far surpassing the initial goal. Social media posts reached over 600,000 Facebook users with entry details, winner photos and on-air clips. A total of N$65,000 was awarded to taxi heroes from all over Namibia.
We received stories of the winners being able to pay for school clothing, new car tyres and long-desired holidays.
One of the most memorable moments was during an outside broadcast at an Engen service station to promote the campaign. The service station ran out of fuel after two hours of the broadcast!
Omulunga was able to leverage its relationship with a large part of the public transport sector to achieve (and surpass!) the client’s goals. Two years later, the Engen Taxi Heroes bumper sticker is still a well-recognized emblem on Namibian taxis.
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