ABOUT

Brief

As Kenya’s national brew, Tusker Lager briefed us to create a cross platform creative idea that would not only unite Kenyans and increase National pride but allow us to stimulate sales and consumption where and when needed, that would live far beyond the initial advertising campaign period.

Solution and cultural context

Tribal divisions makes uniting Kenyans very difficult. National pride is low, but Kenyans have a great deal to proud of. They have some of the world’s finest sportspeople, actors and world leaders. With little internet access and the majority of people using basic feature phones, Team Kenya sidesteps technological limitations, using two extremely basic mobile platforms (USSD & M-Pesa) to create something new, simultaneously inspiring national pride and stimulating consumption of Tusker Lager.

Results

We surpassed our 1000 000 member sign up target for Team Kenya within a fortnight and are fast approaching the 2000 000 mark. This means we now have the ability to target specific geographic areas at specific times to stimulate consumption at will and speak directly to an engaged audience with celebratory messages, promotions and giveaways. Team Kenya has singlehandedly given Tusker Lager it’s highest sales figures in 5 years.

Insights

Often technological limitations found in developing nations can lead to some surprising and stunningly effective creative solutions with the help of some good old African ingenuity.