Safaricom promotion to cost Sh250m

Safaricom has announced its largest customer promotion on which it is splashing one-quarter of a billion shillings as it steps up its assault on the mobile services and money transfer markets. During the 10-week campaign,  dubbed “Shukrani Kocho Kocho Kenya Nzima”,  more than five million Safaricom customers across the country will share Ksh250 million in prizes.

In addition, more than 100 Safaricom customers will walk away with a Ksh1 million cash prize each. To participate in the promotion, customers will earn 10 entries for every Ksh20 top-up, and one entry for every Ksh20 transacted on M-PESA. The campaign is aimed at increasing usage of its voice, text-messaging and M-Pesa services.

“The Shukrani KochoKocho Kenya Nzima campaign seeks to celebrate and reward our more than 29 million customers for their continued loyalty. It further reiterates our commitment to provide our customers with relevant products and offers in line with our promise of ‘Nawe Kila Wakati’,” said Ms Sylvia Mulinge, the chief customer officer at Safaricom.

Qualifying M-PESA transactions include sending money, receiving money from a business, transfers from a financial institution to M-PESA, and all Lipa Na M-PESA transactions.

During the promotion, Safaricom will reward eight winners from each of the eight regions with Ksh1 million every week. In the Grand Finale, Safaricom will reward one winner from each of the 47 counties with Ksh1 million.

“We have structured the promotion to represent the diversity of the country by ensuring that we reward a millionaire in each county,” said Ms Mulinge.

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Safaricom will hold an additional 10 weekly draws for each of the regions which will see more than 500,000 customers win cash prizes of Ksh1,000. More than 5 million customers will also stand to win daily airtime prizes.

The Shukrani KochoKocho Kenya Nzima promotion comes on the back of the “Maisha Ni M-PESA Tu” campaign held in June to August 2018 and which saw seven  Safaricom customers walk home with apartments in Nairobi’s Kahawa West estate. It also comes at a time when its rivals – Telkom and Airtel – are working on a merger expected to give Safaricom a run for its money.