MTN CASE STUDY
mtn kenya
Safaricom had a data problem. Third place in consideration and third for NPS meant the brand was not on the radar of most internet-dark customers and their cohorts. So when Safaricom approached us with a brief to help reverse the negative trend in data NPS and grow gigabit customers to 10 million by March 2022, we knew we would have to do things differently.
So in a category where competition fights Safaricom on price, our objective for marketing the Safaricom network was to tell an inspiring story that matches Safaricom's premium.
01 INSIGHT
Our insight drew from the fact that most Kenyans felt dispirited and felt like the country was headed in the wrong direction but, even so, relentlessly optimistic about the future. We posed the question if Kenyan's supplied a belief in the impossible could Safaricom's network be the place that makes it real?
02 CREATIVE PROPOSITION
We created communication focused on showcasing a new data narrative that reconnects Kenyans with their resilient spirit and positioning the internet as a place where you can unlock opportunities for yourself even in unpleasant circumstances.