Safaricom launches new SMS campaign

February 3, 2010

, NAIROBI, Kenya, Feb 3 – Safaricom customers can now send text messages for less than Sh1 for the next one month following the launch of an SMS consumer campaign dubbed “Go SMS Crazy” by the listed telecoms company.

The activation targets the firm’s over 15 million PrePay and PostPay customers and is an integral plank of Safaricom’s strategy of giving subscribers maximum value from using their lines, while diversifying from traditional voice usage into text and data, among others.

“We are happy to introduce this promotion which will be of great benefit to our customers. They can now communicate for Sh1 or less during the one-month period. This is a way of thanking our subscribers and incentivizing them to use text as opposed to other modes of communication,” said Chief Executive Officer Michael Joseph adding that the promotion was at reward for their customers for their loyalty which continues to anchor the firm’s record profitability.

The one-month campaign which started on Wednesday, presents Safaricom customers with a superior value proposition which will see them pay between Sh0.67 cents to Sh1 per SMS on average under pre-set promotional bundles. The current SMS price is Sh3.50 and the promotion represents up to 80 percent discount.

Under the promotional bundles, the subscribers will be able to get 5 SMS for only Sh5 or get 15sms for only Sh10 per day. The free SMSs will be valid for 24 hours from the time of subscription. They will also be restricted to Safaricom to Safaricom customers excluding premium rate service numbers and customers on the cross-border ‘Kama Kawaida’ tariff. 

The “Go SMS Crazy” promotion is especially expected to excite the young and the young at heart, a segment for whom texting is a favored means of relaying messages. This has seen the development of a sub-culture complete with its own language, which has been aptly captured in the accompanying advertising campaign for the promotion.

Coming as it does in February, which is considered the “Month of Love”, the promotion is expected to further drive the traditionally high traffic during this season.

Mr Joseph said the firm would continue innovating and continuously delighting its customers with such promotions as they are a great driver of loyalty and a great tool for boosting utility for subscribers, he added.

To subscribe to the promotion, customers will be required to dial *188*# and receive a message back with options to subscribe to either the Sh5 or Sh10 bundle. Upon successful registration the subscribers account will be debited of the charge and their promotional SMS account awarded with the correct number of SMSs. 


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