Kadhila Amoomo Legal Practitioners: Targeted Awareness Campaign through Vernacular Languages
Client: Kadhila Amoomo Legal Practitioners Industry: Legal Services Campaign Focus: Brand Awareness & Community Engagement Media Partner: HEKAMIOUTDOOR Format: Mobile Billboard Out-of-Home (OOH) Campaign Duration: 6 Months Deployment Zones: Middle-Class Suburbs (Windhoek), Finkenstein & Elisenheim Launch Date: June 2021
Campaign Overview In June 2021, Kadhila Amoomo Legal Practitioners launched a culturally resonant mobile billboard campaign in partnership with HEKAMIOUTDOOR. The initiative was designed to enhance brand awareness while building emotional and linguistic connections with potential clients through the use of vernacular languages.
Executive Strategy The campaign was guided by the theme “Otuli lilepo Uuntu wOmuntu” (We Restore Dignity), capturing the firm’s core mission. Messaging was crafted in local languages to: • Bridge the communication gap • Inspire trust within communities • Reflect the diversity of the target audience Strategic billboard placements were made in both: • Middle-income residential areas of Windhoek • High-income estates such as Finkenstein and Elisenheim The timing of daily traffic patterns—early morning and late afternoon—was leveraged to capture the attention of commuters, ensuring maximum visibility and message retention.
Impact & Value This six-month campaign delivered: • Enhanced community engagement and trust through language relatability • A strengthened brand profile in both middle-class and affluent areas • A unique market position anchored on dignity, justice, and accessibility By speaking directly to people in the languages they understand, Kadhila Amoomo Legal Practitioners not only stood out from competitors but also positioned itself as a community-rooted law firm with a human-centred legal approach. This campaign is a leading example of how vernacular-targeted OOH advertising can drive authentic connections and brand loyalty.