The recent industry partnership with Korridor, a leading logistics and transport platform, offered the BCom Honours students specialising in Marketing Management the opportunity to tackle a challenging real-world problem: persuading thousands of existing customers to migrate from their legacy portal to a new, digitally-enhanced platform.

Korridor’s network spans 13 African countries, with over 2 000 customers, 38 000 trucks, and 360 service points. Their hybrid system simplifies cross-border expenses and delivers seamless, secure payments.

Student teams were tasked to develop an integrated marketing communication (IMC) campaign during their 2025 Marketing of Services module under the leadership of Dr Michelle C. van der Merwe. The purpose of the campaign was to drive adoption of the new, enhanced Korridor platform. The project allowed students to apply classroom knowledge, exploring how customer experience drives loyalty, how trust is built digitally and how integrated communication supports large-scale service transitions.

Working with Korridor highlighted the importance of service quality, dependability, and transparent communication. One student reflected: “Marketing isn’t just about promoting products, it’s about building trust in services people rely on every day.” Another student noted: “Getting users to migrate is tricky; we had to anticipate client concerns and design messaging showing the new platform was not just different, but better.”

Winning team: Konnect Media. Chris Michael, Micaela Wathen, Rebecca Attenborough (team leader), Zahra Teladia and Cassidy Greeff

Congratulations to the winning team, Konnect Media, comprising Chris Michael, Micaela
Wathen, Rebecca Attenborough (team leader), Zahra Teladia and Cassidy Greeff, whose

“Krossover” campaign gamified the migration journey and positioned fleet managers as heroes, guiding them through four phases to adopt the new platform. Their focus on building trust and loyalty was commended by the panel. Other noteworthy teams included Freight Force, who inspired users to move with change through their “Motion” campaign, and NovaGation, who communicated the platform migration as changing lanes for a smoother journey (see their pictures below).

The collaboration provided Korridor with fresh marketing insights and allowed students to take the wheel, transitioning from studying strategy to experiencing service delivery first-hand and learning that marketing is about navigating every turn with confidence.

LEFT: Freight Force. Zanté Saayman, Shane Bezuidenhout, Zoë Taljaard (team leader), Ayla Piazza-Musso and Laiqah Dinath

RIGHT: NovaGation. Gia Eichstädt, Minette van Zyl, Michael Craddock, Chanelle Grobler, Thenika Nieuwoudt and Christian Chemaly (team leader)