Kiira Motors’ Kayoola electric coach completed a 13,784-kilometre journey across six African countries.
The Quollective Africa and Swangz Avenue earned Best of Show for a campaign showcasing Kiira Motors’ electric coach across six African countries.
BUSiness Unusual, a campaign documenting a Ugandan-made electric bus’s 13,784-kilometre journey, won Best of Show at the 2026 Silverback Awards. The ceremony took place in Kampala on November 7.
The Quollective Africa and Swangz Avenue developed the campaign around Kiira Motors Corporation’s Kayoola electric coach. The expedition travelled from Uganda to South Africa and back, crossing six African countries.
The Quollective Africa also earned Agency of the Year, while Kiira Motors took Brand of the Year.
BUSiness Unusual takes the coach across borders
Kiira Motors sought to demonstrate the coach’s performance and reliability as it pursued Africa’s electric mobility market. The journey aimed to show potential buyers what the vehicle could do. Established international automotive brands, meanwhile, enjoyed greater recognition in the market.
Rather than depend on conventional advertising, the campaign turned the cross-border expedition into material for creator-led storytelling. It also used digital engagement and direct interactions with prospective customers to showcase the electric coach.
The initiative delivered a commercial result alongside its promotional work. Kiira Motors reported securing an order for 450 buses in South Africa during the expedition. The order added a sales outcome to a campaign built around demonstrating the vehicle’s capabilities.
Creative partners collect awards across categories
Beyond the top honour, the campaign earned Gold in Effective Creativity and five Silver awards. Those recognised Customer Experience, Digital and Social Media, Live Events and Sponsorships, Out of Home, and Social Good.
It also collected Bronze in Data and Insights Driven Campaigns, plus PR Reputation and Issues Management. The latter award jointly recognised The Quollective Africa and Swangz Avenue.
The partners handled different parts of the project. The Quollective Africa led creative direction and strategic communications, while Swangz Avenue delivered production and creative services. Its responsibilities included audiovisual content and experiential elements.
The Uganda Advertising Association organises the Silverback Awards in partnership with The Loeries. The awards recognise work across advertising, marketing and creative communications.
