The Client
Safaricom PLC was formed in 1997 and is a listed Kenyan mobile network operator headquartered at Safaricom House in Nairobi, Kenya. It is the largest telecommunications provider in Kenya, and one of the most profitable companies in the East and Central African region. The company offers mobile telephony, mobile money transfer, consumer electronics, e-commerce, cloud computing, data, music streaming, and fiber optic services. It is most renowned as the home of M-PESA, a mobile banking SMS-based service.

Safaricom controls approximately 63.5% percent of the Kenyan market as at 30th June 2019 and has a subscriber base estimated at approximately 33.1 million.

During the last election cycle, a divided Kenya, an animated gif would became a national symbol of togetherness.

Brief
Drive the new brand narrative, Twaweza on social channels from Safaricom.

Challenge
Given that Safaricom has always been a though leader, the challenge was to create a movement that not only amplifies the Twaweza promise, but would also become a cultural conversation icon.

Solution
Given that emojis have become a language that transcend cultural divides, we worked with Twitter PLC to come out with an animated emoji GIF, that was true to the spirit of Twaweza, and also become a symbol of togetherness in a divided nation.