2019 Winners & Shortlists

Why is this work relevant for Media?

The work demonstrates the power of integrating media to drive conversations around a cause. The GRIT campaign focused on empowering the youth using Media to both position BLAZE as a telco that empowers the youth and affirms BLAZE as the right partner, while offering affordable tools for the youth as they walk the unconventional path to success. GRIT shows how the right integration of media can be used to achieve a balance between communicating the functional and emotional benefits of a brand.

Background.

Situation: For Safaricom the Largest Telco in Kenya, the youth segment consideration was declining, largely driven by a declining affordability perception that was fueled by a negative Brand perception. Societal Challenge: Like many other emerging countries, Kenya faces an unemployment crisis. With a growing youth population, this is a problem in the making. Statistics show that roughly 25% of the population is unemployed. Employment opportunities are fewer, creating a need to innovate. Despite what seems to be a gloomy situation the youth are willing to do whatever it takes to succeed. Many were finding unconventional career paths to success. Brief: To position BLAZE as the Telco of choice for the youth because they offer functional (affordable products and tools) and emotional (empowerment) support. Objectives: 3 Years after the BLAZE launch the business needed to increase Days of Usage, Average Revenue Per User and Brand Equity

Describe the creative idea/insights

Insight: “I’m ready to chase my success, I need someone to mentor and guide me to achieve my ambition” Idea: Blaze now in year 3 since launch, sought to reach out to Blazers. The overarching creative idea was GRIT-Greatness Requires Internal Toughness. The concept was to execute a campaign that does two things: Re-affirm the role of blaze in the blazers life which was inspiration and guidance and affordable products and services.This would affirm BLAZE as the right partner throughout the unconventional journey to success given

Describe the strategy.

We targeted 3 blaze categories. Tweens (16%) aged <18, who live in urban areas and have school and guardian mobile restrictions. Prudent young (17%), non-college attending youth between 18 & 25 and Hi-Pots (66%) urban, college-attending youth in urban areas. To land the message we used relatable "blaze" heroes who have had some sort of success in unconventional paths The communication was centered around positioning blaze as a mentor while amplifying the GRIT stories of these heroes to encourage passion, hard work and perseverance. While the heroes had achieved some sort of success, it was important to choose those who are still on the journey to achieve success to communicate the brands proposition with clarity. Consequently, the media focused on only platforms that would effectively amplify the GRIT stories.

Describe the execution.

The GRIT campaign was launched in August of 2018 and was executed through the year and integrated across different ATL, Digital and BTL channels nationally. On TV: In-show segment activations telling GRIT stories on mainstream youth programs of the protagonists from the TVC. On Radio: Presenter ( Radio DJ''s ) led activations with the presenters telling their own GRIT stories and those of the protagonists On Digital: Comics on Broadcast channels telling real life GRIT stories of GRIT heroes Outdoor: Strategic placements of billboards and in campus furniture with different GRIT heroes around youth zones and campuses. On-Ground: Be your own boss summits, attended by over 30,000 youth that brings the brand’s purpose to life by providing a platform to inspire and teach Kenyan youth how they can be their own bosses.

List the results.

14% Revenue Growth in the month the GRIT campaign was launched. 8% Subscription growth in the month the campaign was launched. 37% Awareness of the proposition in the consecutive months Over 30,000 Youth reached through the on-ground summits against the targeted 20,000