{"id":4167,"date":"2025-04-10T15:22:57","date_gmt":"2025-04-10T15:22:57","guid":{"rendered":"https:\/\/icom.imagemakers-inc.com\/?post_type=casestudy&#038;p=4167"},"modified":"2025-04-10T15:24:49","modified_gmt":"2025-04-10T15:24:49","slug":"safaricom-safaricom-home-fibre-campaign","status":"publish","type":"casestudy","link":"https:\/\/icomagencies.com\/work\/safaricom-safaricom-home-fibre-campaign\/","title":{"rendered":"Safaricom &#8211; Safaricom Home Fibre Campaign"},"content":{"rendered":"    <div class=\"section-wrap casestudy-hero position-relative casestudy-hero-block color-definer dark-color\"  >\r\n        <img decoding=\"async\"\r\n                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-banner.jpg\"\r\n                alt=\"case study banner\"\r\n                class='position-absolute w-100 case-study-banner'\r\n        \/>\r\n        <div class=\"center-container\">\r\n            <div class='case-study-banner-row position-relative'>\r\n                <div class='case-study-column'>\r\n                    <div class=\"breadcrumbs\">\r\n                        <a class=\"breadcrumbs-link\" href=\"\/\">\r\n                         Home\r\n                        <\/a>\/<a class=\"breadcrumbs-link\" href=\"\/work\">\r\n                         Case Studies\r\n                        <\/a>\r\n                    <\/div>\r\n                    <h1 class='case-study-banner-title'>\r\n                        Safaricom &#8211; Safaricom Home Fibre Campaign                    <\/h1>\r\n                    <div class='case-study-location-col'>\r\n                        <div class=\"position-relative\">\r\n                            <!-- <img decoding=\"async\" class=\"map-location\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/location_icon.svg\"\r\n                            alt=\"Map location\"\/> -->\r\n<!--                            <img-->\r\n<!--                                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-location.png\"-->\r\n<!--                                alt=\"case study banner\"-->\r\n<!--                                class='case-study-location-img'-->\r\n<!--                            \/>-->\r\n                            \r\n                            <style>\r\n                                .map-container {\r\n                                    position: relative;\r\n                                    width: 100%;\r\n                                    max-width: 160px;\r\n                                    height: auto;\r\n                                }\r\n                                .map-container img.map {\r\n                                    width: 100%;\r\n                                    height: auto;\r\n                                    display: block;\r\n                                }\r\n                                .map-container .marker {\r\n                                    position: absolute;\r\n                                    height: 30px;\r\n                                    transform: translate(-50%, -90%);\r\n                                }\r\n                                @media (max-width: 600px) {\r\n                                    .map-container .marker {\r\n                                        height: 20px;\r\n                                    }\r\n                                }\r\n                            <\/style>\r\n\r\n                            <div class=\"map-container\">\r\n                                <!-- Map Image -->\r\n                                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/Map_White.png\" alt=\"Map\" class=\"map case-study-location-img\">\r\n\r\n                                <!-- Markers -->\r\n                                                                    <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/pin.png\"\r\n                                         alt=\"Pin\"\r\n                                         class=\"marker \"\r\n                                         style=\"left: 56.25%; top: 52.81%;\">\r\n                                                            <\/div>\r\n                        <\/div>\r\n                        <div class='case-study-location-box'>\r\n                            \r\n                                <a href=\"https:\/\/icomagencies.com\/agency\/brainwave-communications\/\" class='case-study-location'>\r\n                                    <p class='case-study-location-name'>\r\n                                        Brainwave Communications                                        <span>Nairobi, Kenya<\/span>\r\n                                    <\/p>\r\n                                <\/a>\r\n                            \r\n                        <\/div>\r\n                    <\/div>\r\n\r\n                                                <div class='case-study-btn-wrapper'>\r\n                            <a href=\"\/work\/advertising-case-studies\"><button class=\"custom-button\">Advertising<\/button><\/a><a href=\"\/work\/content-case-studies\"><button class=\"custom-button\">Content<\/button><\/a><a href=\"\/work\/creative-case-studies\"><button class=\"custom-button\">Creative<\/button><\/a><a href=\"\/work\/digital-marketing-case-studies\"><button class=\"custom-button\">Digital Marketing<\/button><\/a><a href=\"\/work\/social-media-case-studies\"><button class=\"custom-button\">Social Media<\/button><\/a><a href=\"\/work\/video-production-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">Video Production<\/button><\/a><button class=\"custom-button show-more\">&#8230;<\/button>\r\n                        <script>\r\n                            document.addEventListener('DOMContentLoaded', function () {\r\n                                const showMoreButton = document.querySelector('.show-more');\r\n                                const hiddenTerms = document.querySelectorAll('.hidden-term');\r\n\r\n                                if (showMoreButton) {\r\n\r\n                                    showMoreButton.addEventListener('click', function () {\r\n                                        hiddenTerms.forEach(term => term.classList.toggle('hidden-term'));\r\n                                       \/\/ showMoreButton.textContent = showMoreButton.textContent === '...' ? 'Show Less' : '...';\r\n                                        showMoreButton.classList.toggle('hidden-term');\r\n                                    });\r\n                                }\r\n                            });\r\n                        <\/script>\r\n\r\n\r\n                    <\/div>\r\n                    \r\n                                    <p className='casestudy-banner-pera'>\r\n                        <strong>The Challenge<\/strong><br>In 2020 during the Covid period, when majority of Kenyans were forced to stay home and work remotely, we were tasked by Safaricom to develop a through-the-line campaign to communicate Safaricom Home Fibre\u2019s revamped proposition on permanently increased speeds and the value for money they were offering.<\/p>\r\n                    \r\n\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <a href=\"javascript:;\" id=\"work-scroll-link\" class=\"scroll-btn-wrapper work-scroll-btn-wrapper\">\r\n            <div class=\"scroll-text\">SCROLL<\/div>\r\n            <span class=\"scroll-btn\">\r\n                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/down-arrow-round.svg\" alt=\"bottom arrow scroll icon\" \/>\r\n            <\/span>\r\n        <\/a>\r\n    <\/div>\r\n    \n\n<div class=\"work-video-wrap\" data-url=\"https:\/\/vimeo.com\/1063505463\/ec04f8f590\" onclick=\"openEmbedVideo(this)\">\r\n                    <div id=\"video-container\" style=\"position: relative; width: 100%; height: 100%; cursor: pointer;display:flex\">\r\n                        <img decoding=\"async\" id=\"video-thumbnail\" \r\n                            src=\"https:\/\/i.vimeocdn.com\/video\/1990622769-9b59ad5fbe06f75bbdd96ebfbe20456e51e370dc5def920e57532cbcb7666fb6-d_1200x800?region=us\" \r\n                            alt=\"Video Thumbnail\" \r\n                            style=\"width: 100%; height: 100%; object-fit: cover;\">\r\n                        <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/yt-play-icon.svg\" alt=\"play-button\" class=\"play-button-yt\" \/>\r\n                    <\/div>\r\n                <\/div>\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">Campaign Objectives<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">1. Growing the number of active Safaricom Home Fibre customers to 150,000 by end of March 2021 and 202,000 by end of their financial year.<br><br>2.\u00a0Communicating a seamless experience on fibre by the increase of speeds on all Safaricom Home Fibre packages and increase the average usage per customer on the network.<br><br>3.\u00a0Retaining Safaricom\u2019s number 1 position on NPS.<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.<br>Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis1. Growing the number of active Safaricom Home Fibre customers to 150,000 by end of March 2021 and 202,000 by end of their financial year.<br>2.\u00a0Communicating a seamless experience on fibre by the increase of speeds on all Safaricom Home Fibre packages and increase the average usage per customer on the network.<br>3.\u00a0Retaining Safaricom\u2019s number 1 position on NPS.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n    <div class=\"content-wrap our-work-page color-definer light-color\" id=\"content-gallery-69e497d5ad34d-5993\">\r\n        <div class=\"section-wrap image-gallery-block\">\r\n            <div class=\"center-container\">\r\n                <div class=\"image-gallery-row\">\r\n                                            <div class=\"gallery-box cursor\"\r\n                             onclick=\"document.getElementById('galleryModal-gallery-69e497d5ad34d-5993').style.display='block'; currentSlide(1, 'galleryModal-gallery-69e497d5ad34d-5993')\">\r\n                                                            <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/uploads\/2025\/04\/744252f0-da71-4651-9434-dd94b4e331e6.png\"\r\n                                     alt=\"Gallery image 1\"\r\n                                     loading=\"lazy\"\r\n                                                                         sizes=\"(max-width: 600px) 100vw, 600px\" \/>\r\n                                                    <\/div>\r\n                                            <div class=\"gallery-box cursor\"\r\n                             onclick=\"document.getElementById('galleryModal-gallery-69e497d5ad34d-5993').style.display='block'; currentSlide(2, 'galleryModal-gallery-69e497d5ad34d-5993')\">\r\n                                                            <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/uploads\/2025\/04\/8ab1adfb-008d-49d4-8a08-fce880cb494b.png\"\r\n                                     alt=\"Gallery image 2\"\r\n                                     loading=\"lazy\"\r\n                                                                         sizes=\"(max-width: 600px) 100vw, 600px\" \/>\r\n                                                    <\/div>\r\n                                    <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <div id=\"galleryModal-gallery-69e497d5ad34d-5993\" class=\"image-gallery-modal\">\r\n            <button class=\"image-gallery-closeBtn cursor\"\r\n                    onclick=\"document.getElementById('galleryModal-gallery-69e497d5ad34d-5993').style.display='none'\">\r\n\t\t\t\t<span class=\"flexCenter\">\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/blue-dot-shape.svg\"\r\n                         alt=\"blue icon\"\r\n                         loading=\"lazy\" \/>\r\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/close-icon.svg\"\r\n                         class=\"slider-close-icon position-absolute\"\r\n                         alt=\"close icon\"\r\n                         loading=\"lazy\" \/>\r\n\t\t\t\t<\/span>\r\n            <\/button>\r\n            <div class=\"image-gallery-modal-content\">\r\n                                    <div class=\"mySlides\">\r\n                                                    <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/uploads\/2025\/04\/744252f0-da71-4651-9434-dd94b4e331e6.png\"\r\n                                 class=\"w-100\"\r\n                                 alt=\"Modal image 1\"\r\n                                 loading=\"lazy\"\r\n                                                                 sizes=\"(max-width: 600px) 100vw, 600px\" \/>\r\n                                            <\/div>\r\n                                    <div class=\"mySlides\">\r\n                                                    <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/uploads\/2025\/04\/8ab1adfb-008d-49d4-8a08-fce880cb494b.png\"\r\n                                 class=\"w-100\"\r\n                                 alt=\"Modal image 2\"\r\n                                 loading=\"lazy\"\r\n                                                                 sizes=\"(max-width: 600px) 100vw, 600px\" \/>\r\n                                            <\/div>\r\n                                <a class=\"prev-image-slide\"\r\n                   onclick=\"stopAllVideos('galleryModal-gallery-69e497d5ad34d-5993'); plusSlides(-1, 'galleryModal-gallery-69e497d5ad34d-5993')\">\r\n                    <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/arrow_right_alt.png\"\r\n                         alt=\"prev\"\r\n                         loading=\"lazy\" \/>\r\n                <\/a>\r\n                <a class=\"next-image-slide\"\r\n                   onclick=\"stopAllVideos('galleryModal-gallery-69e497d5ad34d-5993'); plusSlides(1, 'galleryModal-gallery-69e497d5ad34d-5993')\">\r\n                    <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/arrow_right_alt.png\"\r\n                         alt=\"next\"\r\n                         loading=\"lazy\" \/>\r\n                <\/a>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n    \n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">Our Approach<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">Our process begun with understanding consumer and their needs.\u00a0 We also polled Safaricom Home users to further understand their key motivations.<br>We were able to distill their comments into one unifying insight&#8230;<em>\u201cI\u2019m looking for a fast and reliable home internet connection. If it works like it should, i don&#8217;t need to contact customer service&#8221;<\/em><\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.<br>Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">Our Big Idea<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\"><strong>HOME Inahappen!<\/strong>\u00a0&#8211; translated in Kiswahili (Home is where it&#8217;s happening).<br>\u00a0<br>To bring the campaign to life, we created a device that was a cross section of a \u201chome\u201d showcasing the different consumer habits, actions and lifestyles that Kenyans partake in when it comes to internet use.\u00a0<br>\u00a0<br>This key visual gave rise to the campaign executions (Video, Radio, OOH and Digital assets) each representing a different home internet use case, namely;<br>\u2022Streaming<br>\u2022Gaming<br>\u2022Music<br>\u2022Working<br>\u2022Social networking<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\">Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.<br>Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">Communication Channels used<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\"><strong>Digital was the lead channel to reach the enlightened consumer in high reach environments using ATL media as support channels<\/strong><\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\">The Results<\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">65% Digital Reach<br>627,900 Clicks to Web (Target: 313k clicks)<br>3.2m video views<br>2.7% Radio Reach delivered<br>Overall 10,000 new leads collected<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n","protected":false},"featured_media":4170,"template":"","agency_industry":[268,179,180,182,184,187,192,196,197],"agency_capability":[205,214,208,202,207,213],"class_list":["post-4167","casestudy","type-casestudy","status-publish","has-post-thumbnail","hentry","agency_industry-agriculture","agency_industry-automotive","agency_industry-banking-and-financial-services","agency_industry-consumer-packaged-goods","agency_industry-energy-utilities","agency_industry-healthcare","agency_industry-pharmaceuticals","agency_industry-technology","agency_industry-telecommunications","agency_capability-advertising","agency_capability-content","agency_capability-creative","agency_capability-digital-marketing","agency_capability-social-media","agency_capability-video-production"],"acf":{"agency":[763],"icom_collaboration":"","logo_display":"white"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Safaricom - Safaricom Home Fibre Campaign - ICOM<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/icomagencies.com\/work\/safaricom-safaricom-home-fibre-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Safaricom - Safaricom Home Fibre Campaign - ICOM\" \/>\n<meta property=\"og:url\" content=\"https:\/\/icomagencies.com\/work\/safaricom-safaricom-home-fibre-campaign\/\" \/>\n<meta property=\"og:site_name\" content=\"ICOM\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-10T15:24:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/icomagencies.com\/wp-content\/uploads\/2025\/04\/Screenshot-2025-04-10-at-10.23.53.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1382\" \/>\n\t<meta property=\"og:image:height\" content=\"792\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/icomagencies.com\\\/work\\\/safaricom-safaricom-home-fibre-campaign\\\/\",\"url\":\"https:\\\/\\\/icomagencies.com\\\/work\\\/safaricom-safaricom-home-fibre-campaign\\\/\",\"name\":\"Safaricom - 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