About the project
Master Wa Street is a disruptive, 360° integrated marketing campaign designed to consolidate Rubia’s leadership in Uganda’s highly competitive diesel lubricants category. The strategy creatively leveraged local gospel street preachers, relatable storytelling, and high-energy nationwide activations to engage mechanics, drivers, and retailers directly. By turning a standard product promotion into a resonant cultural phenomenon, the campaign successfully drove brand awareness, built long-term consumer loyalty, and generated over 2,500 qualified leads. Ultimately, this holistic approach yielded massive digital engagement, reached over 16,200 mechanics on the ground, and delivered a 9% increase in sales across the Rubia product line.
