About SPAR
SPAR is one of South Africa's most recognised and trusted retail brands, serving millions of shoppers through a nationwide network of independently owned stores. Alongside its grocery offering, TOPS at SPAR continues to expand its convenience ecosystem through its SPAR2U on-demand delivery service, providing customers with fast, reliable on-demand shopping. As consumer expectations around convenience continue to evolve, SPAR remains focused on ensuring its brand is visible wherever customers live, shop, and order.
What SPAR chose:
Objective
SPAR's objective was to strengthen awareness of its on-demand delivery offering while reinforcing its position as a convenient, accessible retailer in an increasingly competitive market.
The initial campaign focused on promoting TOPS at SPAR Delivery, encouraging consumers to choose the convenience of home delivery during the busy festive season. Following its success, the objective expanded beyond promoting a single service to building stronger overall awareness of the SPAR2U brand, increasing its visibility within the growing delivery economy and strengthening consumer perception across multiple provinces.
Ultimately, SPAR wanted to establish a stronger presence in consumers' minds by ensuring the brand remained highly recognisable whenever they thought about convenience, delivery, and everyday shopping.
Problem-Solution Fit
As the on-demand delivery market became increasingly competitive, SPAR recognised that success wasn't just about offering a delivery service - it was about ensuring consumers consistently saw the brand in the spaces where convenience mattered most.
While traditional OOH could build broad awareness, SPAR needed a medium that could integrate naturally into the delivery ecosystem, creating repeated exposure in residential suburbs, shopping precincts, commuter routes, and high-traffic urban areas. The campaign also needed the flexibility to evolve alongside the brand's changing objectives, beginning with a product-specific message before transitioning into a broader brand awareness strategy.
SPAR2U achieved this by branding our already existing and operational fleet of delivery bikes, creating the perception it was their fleet, saving them on the operational costs that come with owning and running a fully branded fleet by themselves. This approach ensured the brand remained visible where purchasing decisions and brand perceptions are formed.
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Solution
MotionAds launched the partnership with a SPAR2U campaign running from December 2024 to March 2025 across Cape Town and Durban. Using branded top-boxes, the campaign carried the memorable line "Park off instead of finding parking," cleverly highlighting the convenience of ordering through SPAR2U rather than making a trip to store.
Following the campaign's success, SPAR expanded its investment with a new campaign that shifted focus from promoting a single service to strengthening the SPAR master brand. The rollout expanded into Johannesburg, while MotionAds introduced its latest product offering - branded helmet socks- creating a fully branded fleet that extended beyond the bikes themselves. Every rider became part of the campaign, increasing visibility and reinforcing the feeling of a coordinated SPAR2U presence on the road.
The partnership continued to grow, with the campaign being renewed for a further 12 months, demonstrating MotionAds' ability to support evolving brand strategies over the long term.
Results
SPAR's continued investment in MotionAds transformed what began as a seasonal campaign into a long-term brand-building partnership. Multiple renewals, expanded geographic coverage, and the introduction of new branding elements reflected the platform's ability to grow alongside the retailer's marketing strategy.
By evolving from a product-led campaign to one focused on the SPAR brand as a whole, MotionAds became an integral part of the retailer's broader awareness efforts. The campaign demonstrated how sustained street-level visibility can reinforce brand familiarity over time, helping SPAR2U maintain a strong and consistent presence within South Africa's increasingly competitive delivery landscape.
The partnership also showcased the scalability of the MotionAds platform. As SPAR's objectives shifted, the campaign adapted seamlessly - expanding into new cities, incorporating new branding opportunities, and continuing to deliver a highly visible, contextually relevant presence that kept the brand front of mind throughout consumers' everyday journeys.
840 822
branded deliveries made
18
month extension on initial campaign
328 802
branded km driven
+300
bikes for 3 months
Working with Uber Eats in South Africa
Perception: Dominate the Streets with the Swarm Effect
The Challenge
In a crowded advertising market, consumers are bombarded with countless messages daily, making it increasingly difficult for brands to break through and stay top-of-mind. Standing out requires more than just visibility—it requires ubiquity. Brands need a strategy that creates the perception of dominance, leaving a lasting impression on their audience.
The Solution
MotionAds' Swarm Effect Campaigns
Our Perception Creator campaigns turn the streets into your brand’s stage. By branding a large fleet of delivery bikes, we create the illusion of your brand being everywhere, fostering the perception of dominance and ubiquity.
- Swarm Visibility: Our campaigns are designed to overwhelm the senses with continuous, high-frequency brand exposure, making your message impossible to ignore.
- Strategic Saturation: Bikes are deployed across high-density urban areas, ensuring your brand is seen by thousands throughout the day.
- Dynamic Movement: Unlike static billboards, our branded bikes move through neighborhoods, events, and popular hubs, creating a pervasive and engaging brand presence.
Key Benefits
- Create Brand Authority
The swarm effect builds the perception that your brand is an industry leader with significant market presence, instilling trust and recognition. - Amplify Impressions
The sheer volume of branded bikes ensures multiple touchpoints with your audience, driving familiarity and recall. - Maximize ROI with High Impact
By concentrating exposure in target areas, Perception Creator campaigns deliver a higher return on investment compared to traditional advertising methods. - Tailored to Your Brand’s Needs
Choose fleet sizes, designs, and deployment strategies to align perfectly with your campaign goals.
Why MotionAds?
- Collaborative Campaign Management: From campaign setup to deployment, we work closely with you to ensure a smooth and hassle-free process.
- Expert Design Support: While you provide the creative assets, our team offers valuable insights and guidance to help optimise your designs for maximum impact.
- Real-Time Analytics: Monitor the success of your campaign through our comprehensive analytics dashboard, providing clear insights into reach and performance.
Get Started Today
With MotionAds' Perception Creator campaigns, your brand doesn’t just get seen—it takes over. Build awareness, authority, and trust by creating an omnipresent brand experience.
