In Store in Kenya Flag
April 11th, 2021

Who said Kenyans don’t keep time? 1.59

InStore team was impressed by Safaricom marketing campaign that was connected with the great success of Eliud Kipchoge. Safaricom re-branded M-PESA logo and offered customers free YouTube access to support Eliud Kipchoge’s race


In October Safaricom had begun a teaser campaign about its new logo for its mobile money service, M-PESA which currently has over 26 million users and has been integrated with many financial products. It was a selection of four logos that had users conflicted.

Two days after we found out what was behind the teaser ads. Safaricom re branded its mobile product at a time Eliud Kipchoge was about to break.

The rebrand comes at a time when the nation was awaiting Eliud Kipchoge to become the first athlete to finish a full marathon under 2 hours successfully.  And he did it 1:59:40!

Safaricom gave Kenyans the chance to watch the marathon from 8:00 AM to 4:00 PM. The race was live-streamed on YouTube and was free for Safaricom users who took advantage of the bundle by dialing *159# and subscribers got the promotion bundle that gave them free 1.59 GB YouTube bundle that was valid till midnight