BLAZE BY SAFARICOM
BLAZE Kenya
Safaricom's Brand Consideration was declining amongst the Youth Segment, largely driven by a declining affordability perception. 25% of their Youth Customers are Multi-SIM users which is the highest across all other segments.
2017 - ONGOING -
Where do they want to end up?
- Increase brand consideration and Net Promoter Score 5pts
- Achieve Kes 19Bn in revenue amongst High potential youth ( Youth who live in urban areas and have a little more money than those in rural areas)
- Achieve Kes 630 mn during the school holidays amongst tweens
What stands between them?
- Big successful company that doesn’t care about me- it is successful at my expense
- Premium in price compared to the competition - with other players committed to maintaining a 50% discount to Safaricom
- Perceived to be a company for my parents
The Strategy
- Insight unconventional path to success - no jobs but very talented
- Created a sub brand designed for the youth whose role is to: - Inspire the youth to pursue the passions - BYOB - be your own boss platform Provide them affordable products and services
Results
- Net Promoter Score (NPS) 65 pts
- 3.6million youth customers
- Kes 28 bn revenue
