Funtastic 4Gs: Innovative Brand Storytelling
Consumers are becoming more picky as there are better options every day. With the digital revolution, it’s becoming harder for brands to get in front of and keep the attention of consumers. I struggle keeping up with the latest trends and the information on Twitter alone is overwhelming. My life is also pretty fast paced and I tend to stick with brands that go out of their way to understand my needs, offer timely services and have great customer service.
I cannot count the number of products and services I’ve dropped because I did not feel valued as a customer. Before you ask, yes I am a millenial. No, I’m not apologizing for thinking I deserve the best. The companies that want to be relevant are cognizant of the population statistics and the future implications therein. Majority of Kenyans (about 80%) are under 35, making Kenya an incredibly youthful country.
Safaricom has been at the forefront of innovation in Kenya since the company began with its most famous product being MPesa. Safaricom has also launched BLAZE, a product for its youth segment. The company has always been big on brand storytelling attaching the brand to a TV show – BYOB (Be Your Own Boss) and one of the best jazz festivals on the continent, Safaricom Jazz as well as a number of CSR projects and support for innovation under Safaricom Foundation and MPesa Foundation respectively.
Safaricom have had some iconic ads in the past with my favourite being, ‘Niko na Safaricom’ and the recent ‘Twaweza’. Funtastic 4Gs is the latest effort in brand storytelling by Safaricom. When I saw the trailer, I thought it was an a traditional ad but turns out it’s a web series. It’s not only a clever and engaging way to advertise their 4G network, but also a demonstration that Safaricom understands their youth audience and the platforms they use to consume content.
I watched episode 1 and it was good. The cinematography is great and the characters likeable. The series follows 4 young people: Gabu, Gina, Grego and Grace, on an adventure that begins when they are stranded after their bus leaves them behind. I’m not quite sure about the plausibility of the story but I’ll keep watching to see where it goes.
As the story unfolds in the series, we see the role of technology, powered by Safaricom, playing a critical role in keeping communication going with their loved ones, helping them find solutions. The key claim in the campaign is “Kenya’s Strongest Data Network”, pillared on the attributes of reliability, speed and widest coverage. This is dramatized through the adventure the 4Gs go through in different geographically challenging scenarios.
This is the first time Safaricom is creating branded content to run as a 3-part mini-series on digital platforms, whilst also being featuring on TV, radio and amplified at retail channels too. The series is produced by Tosh Gitonga of Nairobi Half Life fame.
If you haven’t already watched it, check out episode 1 below and share your thoughts.http://www.mwendengao.com/2017/11/01/funtastic-4gs-innovative-brand-storytelling/LifestyleBLAZE,brand storytelling,Safaricom,The Funtastic 4Gs