MOA AGM & My 1963 Launch

My 1963 is a service that enables commuters to use a prepaid card to pay their fares on a matatu, replacing the current method where fares are paid using cash.

The Gina Din Group put together a national event for the Matatu Owners Association (MOA) AGM and Launch of My 1963, headlined by the President of Kenya, His Excellency Uhuru Kenyatta. The message of the project was to show that the matatu industry is going digital; musiachwe nyuma.

On the Nov. 5, 2014, President Uhuru Kenyatta, CS Eng. Michael Kamau and key corporate CEOs – MOA’s Simon Kimutai, Safaricom’s Bob Collymore and General Motors EA’s Rita Kavashe – took a ride to KICC on a matatu. During the bus ride, MOA launched the My 1963 cashless service, powered by Safaricom, and experienced the use of the card. The bus ride created a buzz on social media with the hashtag trending in Kenya.

At the launch, over 1000 delegates participated in the main event. It proved to be an excellent platform for matatu operators to directly interact with the decision makers on issues touching on the sector and it was the first time in years that the President directly engaged with matatu operators.

Through the AGM and the launch of My 1963, we managed to strengthen relations between MOA and the sponsors with the Government of Kenya and were party to the exciting announcements by His Excellency on the future of the matatu sector in Kenya. The event also generated talk-ability on different shows on national television, including The Trend with Larry Madowo, which discussed the role of PR in development.
Client
Matatu Owners Association (MOA)
Role
Public Relations
Year
2014