For the past 3 years, UBER had established itself as the go-to cab hailing service. Being its only competition in the same category, we needed to differentiate Little, a local cab hailing service app, and position it as the better option.

We needed to introduce Little as the service that knows Kenya best.

We had to get at least 7,000 downloads to capture some of the competition's market share, where they already had 0ver 4,000 vehicles in operation. Our budget was

We also needed to communicate its unique features of free wi-fi, customised music, and location sharing in a captivating way.

We used video and animated GIFs to bring to life the features of the ride with Little app. We used key symbols that illustrated music, wi-fi and others on the go.

We also used GIFs to grab the attention of the viewer on social media because attention span is short and competition for it, is stiff.

Our touch points were across social networks: Facebook, Twitter, Instagram. We also had sponsored ads.

the materials were a vehicle, symbols of the features e.g G-clef for music, wi-fi icon for internet. We also used a city backdrop to represent the metropolitan culture of Nairobi. Multiple colours brought out the vibrancy of the brand, city and the target audience.

We identified key elements that captured the experience,sketched them out, then brought them to life through animation. the key elements.

It was targeted at Kenya's largest cities where the service was being launched.