Safaricom – Safaricom Home Fibre Campaign
The Challenge
In 2020 during the Covid period, when majority of Kenyans were forced to stay home and work remotely, we were tasked by Safaricom to develop a through-the-line campaign to communicate Safaricom Home Fibre’s revamped proposition on permanently increased speeds and the value for money they were offering.
Campaign Objectives
1. Growing the number of active Safaricom Home Fibre customers to 150,000 by end of March 2021 and 202,000 by end of their financial year.
2. Communicating a seamless experience on fibre by the increase of speeds on all Safaricom Home Fibre packages and increase the average usage per customer on the network.
3. Retaining Safaricom’s number 1 position on NPS.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis1. Growing the number of active Safaricom Home Fibre customers to 150,000 by end of March 2021 and 202,000 by end of their financial year.
2. Communicating a seamless experience on fibre by the increase of speeds on all Safaricom Home Fibre packages and increase the average usage per customer on the network.
3. Retaining Safaricom’s number 1 position on NPS.
Our Approach
Our process begun with understanding consumer and their needs. We also polled Safaricom Home users to further understand their key motivations.
We were able to distill their comments into one unifying insight…“I’m looking for a fast and reliable home internet connection. If it works like it should, i don’t need to contact customer service”
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Our Big Idea
HOME Inahappen! – translated in Kiswahili (Home is where it’s happening).
To bring the campaign to life, we created a device that was a cross section of a “home” showcasing the different consumer habits, actions and lifestyles that Kenyans partake in when it comes to internet use.
This key visual gave rise to the campaign executions (Video, Radio, OOH and Digital assets) each representing a different home internet use case, namely;
•Streaming
•Gaming
•Music
•Working
•Social networking
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Communication Channels used
Digital was the lead channel to reach the enlightened consumer in high reach environments using ATL media as support channels
The Results
65% Digital Reach
627,900 Clicks to Web (Target: 313k clicks)
3.2m video views
2.7% Radio Reach delivered
Overall 10,000 new leads collected
