Safaricom’s data business was under attack from customers and its main competitor. Customers, especially the youth, were complaining about the affordability of Safaricom data bundles and believed that Safaricom was stealing data from them. Disgruntled and with Airtel aggressively running an “Unliminet” data campaign our consumers started to switch networks.

We needed to address this outcry and develop a campaign to stop customers from switching to other networks for data. We moved away from the usual communication of MBs, price and validity and start evoking conversations around data bundle usage through appealing stories about the data users.