A complete storytelling framework, 30-day digital marketing calendar, and full channel advertising budget — designed to stop people mid-scroll and make them feel something.
Today
What we'll cover.
A short walk from where we are today to where July takes us.
The Evidence
The audience we already have.
Source · Luchi vehicle logbooks 2023–2025 & foreign-visitor register
The Goals
What we want to achieve.
Four objectives for the month — each one answers something the logbooks just showed us.
Our Approach
Luchi doesn't sell transport. It sells the moment a journey changes something — a job won, a family begun, a long goodbye finally ended. So every advert we make follows one simple shape, and closes on a single line the whole city can learn by heart.
Here is the shape every story follows.
The Formula
Four acts. One voice. Every platform.
Anticipation. Hope. Uncertainty. Excitement. The audience immediately understands something important is about to happen.
1The vehicle quietly supports the story. Never the centre of attention. It simply enables the moment.
2Life has changed. Sometimes in a small way. Sometimes forever. This is where the campaign earns its impact.
3"Every Journey Changes Something." Every advert. Every time. Repetition builds memory.
4A husband drives quietly beside his pregnant wife.
No panic. No rushing.
Just anticipation.
They smile occasionally without saying much.
A quiet drive.
Hands occasionally touch.
The road stretches ahead.
Tiny baby feet.
A hospital wristband.
A newborn sleeping peacefully.
A young woman checks her reflection in the passenger mirror.
She straightens her jacket.
Reads through her notes one last time.
She quietly watches the city pass by.
Inside, she is preparing.
She walks out of the office smiling.
Phone in hand.
"Mum... I got the job."
A father adjusts his daughter's veil.
Neither says much.
They both understand.
The wedding car moves slowly.
Her father looks out the window.
Some moments need no words.
The couple walk back down the aisle.
Rice fills the air.
The father watches proudly.
An elderly mother stands in the arrivals hall holding flowers.
She checks the arrivals board again.
Time moves slowly here.
A Luchi vehicle waits patiently outside.
The city hums beyond the glass doors.
Everything is ready.
Mother and son embrace tightly.
The flowers fall to the floor.
No words.
A businessman closes his laptop.
He looks at the proposal.
This meeting could change everything.
The drive is quiet.
The city moves outside.
His mind is already in the room.
Pens are exchanged.
Hands are shaken.
The contract is signed.
A mother carefully smooths her son's graduation gown.
She remembers every sacrifice.
Every early morning. Every late night.
The family drives together.
Something quiet is understood between them.
The road ahead is wide open.
He stands proudly with his degree.
His mother hugs him.
Worth every sacrifice.
| Campaign / Activity | Channel | Duration | Unit Cost | Total (K) |
|---|---|---|---|---|
| FACEBOOK & INSTAGRAM PAID ADS — K5,000 | ||||
| Brand Story Awareness Promote all 6 storytelling posts to cold Lusaka audiences | FBIG | 31 days | K32/day | K992 |
| Reel Reach Campaign Boost IG Reels — target 18–45, interests: weddings, travel, business | IG | 20 days | K25/day | K500 |
| Click-to-WhatsApp Traffic Drive direct enquiries via WhatsApp CTA button on ads | FBIG | 25 days | K40/day | K1,000 |
| Fleet Showcase Carousel All vehicle options with pricing — drive bookings | FB | 15 days | K28/day | K420 |
| Weekend Booking Push Retarget engaged users — Friday to Sunday only | FBIG | 8 weekends | K70/wknd | K560 |
| Corporate Retargeting Warm audience: profile visitors, video viewers, link clickers | FB | 20 days | K26/day | K528 |
| Ads Sub-total | K4,000 | |||
| Performance Reserve Scale top ads, A/B test new creatives mid-month | FBIG | As needed | — | K700 |
| Opportunity Buffer React to events, trending moments, competitor activity | FBIG | As needed | — | K300 |
| Facebook + Instagram Total | K5,000 | |||
| WHATSAPP & SMS DIRECT MARKETING — K1,350 | ||||
| WhatsApp Broadcast — 4 Sends ~200 contacts per send. Offers, stories, promos. Sent via WhatsApp Business app. | WA | 4 sends | ~K75/send | K300 |
| Bulk WhatsApp Tool Subscription Monthly access to a bulk WA sender (e.g. WaSender, BulkSMS.co.zm). Enables scheduling and automation. | WA | 1 month | — | K200 |
| SMS Blast — Week 1 Launch 500 recipients · Luchi Car Hire launch + booking CTA · Zamtel/Airtel gateway | SMS | 1 send | K0.35/SMS | K175 |
| SMS Blast — Week 3 Re-engagement 500 recipients · Mid-month offer, wedding and corporate angle | SMS | 1 send | K0.35/SMS | K175 |
| SMS Blast — Week 4 End-of-Month 500 recipients · Last-chance July offer + August preview | SMS | 1 send | K0.35/SMS | K175 |
| Phone Credit + Print Collateral Airtime for follow-up calls. Printed one-pagers for client visits (fleet, rates, WA QR code). | — | Month | — | K325 |
| WhatsApp + SMS Total | K1,350 | |||
| CREATIVE PRODUCTION — K9,600 | ||||
| Hero Story Video — 1 per month Shot on a high-definition phone with professional editing. One of the 6 story concepts; re-cut into the month's Reels. | VIDEO | Monthly | K5,000/video | K5,000 |
| Graphic Design — Posters Every static Facebook & Instagram graphic in the July calendar — 23 designs. | DESIGN | Monthly | K200/poster | K4,600 |
| Creative Production Total | K9,600 | |||
| GRAND TOTAL — ALL CHANNELS | K15,950 | |||
Success Metrics — July 2026
How we know it's working.
Content Production Rules
What to post. How to post it right.
Luchi Car Hire · July 2026
Luchi Car Hire
Making Every Journey Count.