Safaricom on new awareness campaign
BUSINESS
| Nov. 8, 2010, 3:50 p.m.
Kenyan telecoms operator Safaricom has unveiled a major brand campaign aimed at further cementing its connection with the Kenyan market.
The campaign, which builds on the existing Niko na Safaricom tagline, is by scope and outlay the biggest brand commercial ever executed in the country.Safaricom runs the biggest advertising budget in Kenya.
The commercial, shot with a huge cast of Safaricom staff, who are members of the Safaricom Choir, and put together by the firm’
s advertising agency Redsky, will be relayed through a fully integrated 360 degree execution that will see it on TV, radio, retail units, press, billboards, websites, cinema screens and digital media platforms.
Former Safaricom CEO and brand champion Michael Joseph said the new campaign was a deliberate move by the company to deepen its emotional connection with Kenyans.
“
This campaign is a celebration of our Kenyanness. It portrays Safaricom as a brand for everyone. It is a metaphor for the diversity of our customer base and our deep-rooted connection with the Kenyan market, which has been Safaricom’
s winning strategy for the 10 years we have been here,”
he said.
The new campaign comes at a time when Safaricom is celebrating 10 years of immense success. It covers the journey Safaricom has been through to get where it is today as the country’
s leading telecoms operator.
Featuring a longer-than-usual 90-second take, it is a showcase of the diversity of the Kenyan culture and brings together literally all the aspects of the country ranging from social to economic lifestyles.
“
There is nothing quite as beautiful as Kenyans coming together, wherever they are all over to speak with one voice, to sing one song. I thank all those who have been involved in this venture for capturing the true spirit and genetic core of the Safaricom brand,”
said Joseph.
Subscribers will be able to assign the campaign jingle as their Skiza tune or ringtone, at no charge. The jingle or wallpapers related to the campaign can also be downloaded from the Safaricom web portal. www.safaricom.com.
