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 - KENYA

Fieldstone Helms Project - BLAZE BY SAFARICOM

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
Fieldstone Helms Project - BLAZE BY SAFARICOM

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
Fieldstone Helms Project - BLAZE BY SAFARICOM
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