Opening Statement
Bolt entered the South African ride-hailing market as a late-to-market "follower" international brand, with limited local relevance and low brand affinity. The lack of creative and effective positioning was bad for business and left consumers doubtful about what Bolt stood for.
Tribeca developed a powerful, creative and locally-relevant brand positioning of Enabling Progress that formed the foundation for strategic and effective communications, and also influenced the Bolt business globally.
This positioning, along with that of being a business platform that provides access to reliable and affordable transport for all, and job opportunities for thousands of drivers, has enabled...