Introduction

Credo Faster is a Kenyan technology company that offers a convenient and fast way for its customers to buy airtime for any network on the go. Customers can purchase airtime via Mpesa using their Safaricom line for their own number, as well as other networks such as Airtel, Telkom and Faiba. The platform also provides an opportunity to buy airtime for others. The company is registered under Mawingu Airtime Limited, one that sells electronic airtime for all networks; Safaricom, Airtel, JTL Faiba and Equitel. Through their digital solutions, customers with Fuliza, a mobile overdraft service, can still access airtime and continue with their communications. 

Challenge

While providing electronic airtime to customers on different service providers, Credo Faster needed to generate leads and increase its reach. They needed a campaign that supported the growth as an electronic airtime purchase service and cut through the industry noise. In essence, the company required a campaign involving Above the Line (ATL) and Below the Line (BTL) marketing activities.

Solution

The Mzinga Communication team came up with a 360-degree campaign. In the beginning, the campaign focused on Above the Line (ATL) marketing activities with the aim of mass media promotion. Later on, the focus shifted to a directed campaign focused on a small and targeted audience. Beyond grabbing attention through radio ads and branding, the campaign included incentives, customer education through on-ground activations, and media-backed interviews.

Results

Following these efforts, Credo Faster increased subscriber awareness and product uptake by more than 65% through incentives. Similarly, the company had developed a strong brand image through on-ground activations enhanced by consumer education.