How Safaricom reconnected with Kenyan youth

This event report describes how Safaricom, a Kenyan mobile operator, reframed its relationship with millennial consumers by creating a new brand, Blaze, that would celebrate unconventional success.

How Safaricom reconnected with Kenyan youth

Brian CarruthersWarc

Safaricom is a major player in Kenya, where the mobile operator boasts 26.6m subscribers - more than half the population - annual revenues of $1.5bn and is also home to M-Pesa, the phenomenally successful mobile payments system that now handles around 40% of the country's GDP.

But, Andrew Riungu, consumer segments research manager, explained to the Qual360 audience gathered in Amsterdam in February 2017, the brand wasn't cutting it with Kenya's youth - 15-34 year olds account for more than one third of the population, 15-26 year-olds for 17% - and...

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