Safaricom on Saturday June 17th announced the repositioning of its brand from telecommunications to a digital lifestyle enabler. The repositioning is being executed through a new campaign titled Twaweza: When we come together, Great things happen, taking over from The Better Option as it enters a new phase of growth.
While the previous slogan, coined when Safaricom introduced per-second billing at the height of its battle with Kencell, has served it well by building a mindset of superiority in customers, it has been overtaken by trends and as a market leader the mobile operator is now looking at the impact the brand is having on the people.
At the core of the Twaweza slogan is the collaborative and transformative growth the telcommunications company has on its customers.
The campaign was unveiled at an event full of pomp and colour at the historic Uhuru Gardens grounds. The new brand position seeks to connect Kenyans to each other as well as to knowledge and information in a bid to democratize technology to bring out the best of their trademark resourcefulness, creativity and enterprising spirit.
The Safaricom network currently covers over 70% of the country and has over 28 million subscribers providing more than 200,000 touch points for its customers and offering over 100 different products under its portfolio.
Listed on the Nairobi Securities Exchange (NSE) and with annual revenues in excess of Ksh200 billion, Safaricom invested Ksh38 billion in building its network last year, providing over 80% of Kenya’s population with 4G, 3G and 2G coverage.
Safaricom has harnessed its proprietary fibre infrastructure to build a dedicated enterprise business, providing managed IT services to clients in the East African region, as well as to deliver fibre to homes country-wide.
Safaricom pioneered commercial mobile money transfer globally through M-PESA, the most successful service of its kind anywhere in the world. Launched in March 2007, M-PESA now has over 26 million customers and over 140,000 M-PESA Agent outlets countrywide.