Safaricom just recently announced the launch of Safaricom Twaweza Live. The experience is meant to positively impact and transform customers lives countrywide. The campaign is based on the TWAWEZA spirit. It is the belief that when people come together, great things happen. It is this spirit that Safaricom hopes to promote throughout the roadshow. Safaricom hopes to make it an opportunity to connect people with other people, people to knowledge and people with various opportunities.
The major aspect of the campaign will be music. In recent years, Safaricom has promoted local music through Safaricom Jazz, and Groove Awards. And now through their most recent product, the Songa application which allows people to stream and download music their favourite local and international songs will play a major role in the campaign too.
As part of the experience, there will be a live concert that will be held at the end of the campaign in each town. Each concert will be streamed live on social media and on a broadcasting TV station that Safaricom will partner with. This will give the opportunity for local musicians to showcase their talent and promote their music. It will be a great platform for them to interact with their fan base in various towns. Additionally, they will be able to increase their revenue by getting more of their music downloaded in the Songa App.
The Twaweza Live concerts will be complemented by road shows that will traverse various towns, artistes’ boot camps and Corporate Social Investment (CSI) activities that will all happen before the main concert. The artists who will be engaged for various Twaweza Live concerts will be announced ahead of each concert. They will also get a chance to increase their revenue through mobile downloads of their music on the SONGA and SKIZA platforms.
Safaricom seeks to have a lot of customer engagement will be achieved through frequent interaction during the campaign. Customers will be given an opportunity to share their issues regarding various services. They will also be able to voice their opinion on how best to solve them. Safaricom will provide customer education which will ensure that people are aware of all the opportunities that are offered by Safaricom and how best they can take advantage of them.
The 7-month long campaign will also be pegged on involving the community in their projects and promoting Kenyan artists and their music. This is a major part of the campaign since previous community-based initiatives such as Chapa Dimba Na Safaricom have been a great success.
For community involvement, Safaricom will provide free medical camps in all the towns they visit. The community will also select CSI Projects they would like Safaricom to undertake. This way they get projects that best serve them. Youth engagement will take place during the planned campus takeovers and talent search activities. Other than that, there will be great phone offers during the duration of the campaign.
The campaign will run for 70 days from May to November. It will kick off in Eldoret then head to Meru, then Machakos, Kisumu, Kisii and end in Nairobi. Each town will enjoy 10 days of consumer engagement, CSI projects culminating in the main concert. The engaged artists will be announced ahead of each concert so people can get a chance to sample their music beforehand on the Songa App.