Safaricom plc: Blaze by Safaricom

Safaricom, a mobile network company, raised awareness of its youth platform BLAZE in Kenya, East and Central Africa by creating media launches featuring influencers, experiential events and TV show promotion.

Opening Statement

BLAZE by Safaricom is the first of its kind platform in Kenya, East and Central Africa founded on what Kenyan youth say is most important to them: freedom, empowerment and success. The platform pioneered by Safaricom caters for the needs of the youth The youth segment is a largely untapped market and they are constantly looking for new, affordable, exciting products/propositions that consider their needs beyond mobile communication to lifestyle and professional success. Presently, the youth in Kenya form 60 per cent in a population of 45 million with an annual growth of 2.11 per cent according to a research done by Safaricom , TNS and Communications Authority of Kenya. The high rate of unemployment has created room for self-employment, innovation and arts as a demanding market tendency that is now attributed to technological trends. Ogilvy Public Relations was mandated to develop and execute a communication plan for the BLAZE platform. Our communication task was to create awareness, build brand love and loyalty, drive platform uptake and conversion with the aim of increasing exclusive use of product(s), and advocacy.

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