CIO East Africa (Nairobi)

6 February 2013

Kenya: Safaricom Unveils New Brand Campaign Dubbed 'Naweza'

Safaricom has unveiled a new brand campaign for the year 2013. Dubbed "Naweza" the new campaign premiered at an event held at the National Museums of Kenya in Nairobi on Tuesday Evening. The event was attended by Safaricom key staff including CEO, Bob Collymore who said the new brand campaign was about "empowerment and enabling". The campaign will seek to highlight what Safaricom users can do using the service.

The campaign premiers with a new TV commercial shot over picturesque scenery around Kenya, including farmland in Narumoro, Lake Michaelson on Mt. Kenya, Faza Island in Lamu and Congo Mosque along Diani Beach. This will bring a familiar feel to the TV commercial (TVC) of the previous campaign, "Niko na Safaricom". You can view the new TVC here http://www.youtube.com/watch?v=um3-r7ZXCnE

The making of the TVC also saw the use of planes and three helicopters, similar to the previous TVC. Collymore however says the new TVC was cheaper than the previous, though he wouldn't reveal the cost of the two commercials. The new campaign is expected to last for about two years, based on the way it resonates with customers. The "Niko na Safaricom" campaign was unveiled in 2008.

The "Niko na Safaricom" branding however continues to be of significance to the firm, as the Naweza TVC still ends with the "Niko Na Safaricom" line. Collymore says that when he meets people on the streets, they comment on the network, M-Pesa (issues), but when he asks who they with, they say "Niko na Safaricom." "It's not our words, it's our customers' words," he says.

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