Safaricom has unveiled a major brand campaign saying that they aim to cement Safaricom’s connection with the Kenyan market.

Building on the existing Niko na Safaricom tagline which has resonated with the firm’s over 16 million subscribers and other Kenyans, is touted as biggest brand commercial ever executed in the country.

The commercial, shot with a huge cast of Safaricom staff, who are members of the Safaricom Choir, and put together by the firm’s advertising agency Redsky, will be relayed through a fully integrated 360 degree execution that will see it on TV, radio, retail units, press, billboards, websites, cinema screens and digital media platforms.

Former Safaricom CEO Michael Joseph say the new campaign was a deliberate move by the company to celebrate of our Kenyanness.

Safaricom says the campaign took slightly over four months to assemble. It is just one of the the most ambitious commercial ever shot in Kenya and Africa outside South Africa, given the manpower and equipment involved. Featuring a longer-than-usual 90-second take, it is a showcase of the diversity of the Kenyan culture and brings together literally all the aspects of the country ranging from social to economic lifestyles.

Safaricom runs the biggest budget in the Kenyan advertising industry and the latest campaign, which will run for the balance of the year, is likely to spawn a major revenue stream for media organizations.  According to ad-trackers Synovate, Safaricom was able to gross ad exposure worth about Sh3.55 billion in the first nine months of 2010 compared to Sh2.33 billion grossed over a similar period in 2009. Actual ad-spend is likely to be much lower. Exposure would vary year-on-year, depending on our messages and strategic objectives.

Subscribers will be able to assign the campaign jingle as their Skiza tune or ringtone, at no charge. The jingle or wallpapers related to the campaign can also be downloaded from the Safaricom web portal www.safaricom.com free of charge.

Safaricom commercials started out with The Better Option campaign in 2000 (lately called “the bitter option”), which led to many Kenyans choosing it as their preferred service provider. This would later be followed in 2006 by the “Masai Mara” campaign . With a tourist, tour guide and Maasai herdsman as its characters.

What do you think of the new Safaricom commercial?

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  • rapstar

    u r a writer,,.. but dont be one sided.. it seems you are soo bitter with safaricom and their way of doing things.. just face it

  • Ghostf

    y is it a big deal to you when there is a similarity…? most people have no internet, have never been abroad to see your most praised copied work.. cant you see kenyans have been given a clear picture of their country physical features free of charge…+ plus with a good cause.. ? aahhhggh.. Kenyans y r we so fussy

    • Analee

      Totally agree with you. I mean some dude above is complaining about freaking banana leaves and sisal skirts. Get with the times people!!!

  • Simon kibata

    >>According to ad-trackers Synovate, Safaricom was able to gross ad exposure worth about Sh3.55 billion in the first nine months of 2010 compared to Sh2.33 billion grossed over a similar period in 2009. Actual ad-spend is likely to be much lower. Exposure would vary year-on-year, depending on OUR messages and strategic objectives<<

    when you lift an article from somewhere you either a) Attribute it to the original authors or b) You edit it to make it look like you wrote it. c) You add some insight and your own thinking.

  • karamoja

    I love the advert, i would have appriciated more, if the choir people could have put on the african clothing which potrays safaricom colors, just imagine if some could be having banana leave straping, or papyrus reeds skirt colored green and white, then on the main valleys, i expected to see safaricaom logo, something of the sought. i will also love to get your views on what i have written .

    • Analee

      Do you wear banana leaves and papyrus shirts. Be real here. The ad is great, you get the point, its safaricom you don’t need neon green logos all over the screen. Its clean and breath taking scenery.