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