Safaricom Ethiopia

Case Study

Client

Safricom Ethiopia

Industry

Telecommunication

Service

Advertising, Brand & Design, Marketing, Production

Duration

Ongoing

Overview

In a nation where digital connectivity was still taking its first steps, Safaricom Ethiopia sought to position itself as a digital-first telecommunications provider. The challenge was clear: to capture the hearts and minds of a tech-savvy generation, particularly Gen Z, and inspire loyalty in a nascent market.

We at Spotlight Ethiopia rose to the challenge, launching the One Move Away campaign. This campaign aimed to not only introduce Safaricom Ethiopia as a digital pioneer but also to foster a deep connection with the target audience. By understanding the unique aspirations and values of Gen Z, we crafted a campaign that resonated on a profound level.

The Challenge

Unfamiliar Concept: The idea of a “digital-first” telecommunications company was foreign to the target audience.
Nascent Digital Market: Brand loyalties are still forming, and the market is highly competitive.
Capturing Gen Z: Reaching and engaging a tech-savvy generation and constantly seeking new experiences.

The Solution

To overcome these challenges, we focused on the following strategies:

Resonating with Gen Z: We crafted a campaign that spoke directly to Gen Z’s interests, values, and aspirations leveraging music as a starter.
Building Brand Loyalty: We aimed to create an emotional connection with the target audience, fostering a sense of belonging and loyalty.
Creating Demand: By positioning Safaricom Ethiopia as a forward-thinking brand, we are aiming to create demand for digital services before they even exist.

The Result

The campaign successfully:

Increased Brand Awareness: By capturing the attention of Gen Z, the campaign significantly increased brand awareness.
Generated Buzz and Excitement: The innovative approach and engaging content created a buzz around the brand.
Generated Significant Growth for Safaricom Ethiopia Digital Presence: The campaign established Safaricom Ethiopia as a leader in the digital space. It resulted in a notable increase in social media followers, extensive earned media coverage, and the creation of engaging dance challenges, among other achievements.

The anticipated impact of this campaign is expected to create a ripple effect throughout Ethiopia’s digital landscape. By resonating with Gen Z and fostering brand loyalty, Safaricom Ethiopia aims to not just react to market demands but actively shape them. The collaboration between Safaricom Ethiopia and the creative team at Spotlight is set to transform perceptions of digital communication in the country, paving the way one move ahead!