Transcend Media Group P.R Case Studies

PR CaseStudies

KENYA POWER CHAIRTY CUP CAMPAIGN

Kenya Power charity cup @KPcharitycupwww.kenyapower.co.ke 020-3201622, 020-3201630

*Winners will be drawn weekly and announced in the dailies.*This promotion runs from 13th December 2012 to 23rd January 2013.

*Terms and conditions apply*All proceeds go to charity through Kenya Red Cross. *SMS will be charged at a premium rate of 20/-

KPL TEAMS CODE1. TUSKER FC TUSKER

2. AFC LEOPARDS AFC

3. GOR MAHIA FC GOR

4. SOFAPAKA FC SOFAPAKA

5. THIKA UNITED FC THIKA

6. ULINZI STARS FC ULINZI

7. CHEMELIL SUGAR FC CHEMELIL

8. MATHARE UNITED FC MATHARE

KPL TEAMS CODE9. WESTERN STIMA FC STIMA

10. KCB FC KCB

11. SONY SUGAR FC SONY

12. KARUTURI SPORT FC KARUTURI

13. NAIROBI CITY STARS FC CITY

14. MUHORONI YOUTH FC MUHORONI

15. OSERIAN FC OSERIAN

16. RANGERS FC RANGERS

DIVISION ONE TEAMS CODE1. BANDARI FC BANDARI

2. BIDCO UNITED FC BIDCO

3. ADMIRAL FC ADMIRAL

4. KAKAMEGA HOME BOYZ FC KAKAMEGA

5. NZOIA UNITED FC NZOIA UNITED

6. AGROCHEMICALS FC AGROCHEM

Kenya Power charity cup is here!Kenya Power is hosting the greatest charity football tournament in Kenya and YOU get to choose who participates.

Vote for your favorite team by sending the code assigned to it in the table below, via sms, to 2542.

Chagua Team yako ya pAWA ushinde!Every vote puts you in the draw to win fabulous prizes. So, the more you vote, the higher your chances of winning!

Only the four teams with the highest votes will play in the one day tournament on

FEBRUARY 2ND 2013 AT KASARANI STADIUM.

ONE HD PVR decoder ONE Standard Decoder TWO GoTV Decoders TWO Walka 7

FOUR Walka 3.5 CHARITY CUP Tickets Charity Cup MerchandiseWIN!

Background

Kenya Power has been faced with the unique challenge of spending diligently on their corporate social responsibility – from planting trees along riverbanks and cleaning up lakes which provide communities’ live hoods – without garnering any visibility for it.

We needed to put a plan in place to prevent their good deeds from going unnoticed. To do this, we needed to put the spotlight on Kenya Power.

Idea

Kenyans are mad about soccer.

We came up with the idea to sponsor an activity that Kenyans are already passionate about, an annual football tournament, with the aim of raiding funds for needy causes, mainly community football.

The tournament would be a one-day tournament, with the public voting for the teams that would participate.

Execution

We managed to create awareness on the tournament in the month leading up to the final match, using social media, as well as TV, radio, print, PR and on-ground activations to create hype and drive the conversation. We generated over 27,000 likes on Facebook and managed to rally football fans to vote for their favorite teams. SMS were charged at a premium rate.

A ‘trophy tour’ across some of the counties was conducted to engage fans on a one-on-one basis. Fans were able to interact directly with the trophy which made them excited and able to relate more to the Kenya Power Charity Cup. This helped drive the number of people voting for their favorite teams and general attendance on game day.

The Kenya Power Charity Cup tournament was created as a high value family fun day with ticket prices as low as KSh. 200 which gave consumers access to 3 football games and a concert featuring some of the best performers over East Africa.

Results

Thousands of fans turned out for the tournament and the event received excellent press coverage.

Funds were raised through SMS voting, tournament ticket sales and corporate sponsorships and the proceeds went to charity.

Over Kshs. 9 million was raised.

KENYA POWER CORPORATE CAMPAIGN

Background

Kenya Power is plagued with a negative perception from the public. Some of the perceptions they need to overcome include: their reputation as a monopoly, corruption, poor service delivery and billing inaccuracies.

While Kenya Power recognizes their problems and are taking steps to improve, the public perception seems to be so ingrained, that every effort Kenya Power took, required little effort to undo in their minds.

Challenge

We needed to come up with a strategy that would slowly but surely help Kenyans see and recognize these efforts.

Of course, the bigger task was with the company, but one of our tasks was to communicate all the good things Kenya Power were upto. The primary task though, and our biggest challenge, was to get the public to soften up to Kenya power and bring them to our side.

Idea

We came up with a communication idea that was to be sincere, realistic and give Kenyans hope.

The premise was that Kenya Power was getting better.

By doing this, we recognized that Kenya Power has room for improvement, it started to build trust with consumers and it acknowledged the effort, even if not perfect.

Execution

We carried out a corporate thematic campaign that ran on TV and print mediums with the message Kenyans supply the Energy. We supply the Power. It assured Kenyans that Kenya Power was working as hard to make your life better, as you were.

We recommended a social media strategy that was more engaging and informative, to keep consumers and the public engaged and give them an avenue to interact with Kenya Power, making them more accessible.

Results

We accomplished our objective of improving public, consumer and stakeholder perception.

Better positive brand visibility. We acheieved greater interaction especially on social media.

We managed to achieve higher staff morale.

We set a great foundation for future thematic and tactical campaigns. The campaign also managed to bag the Best Corporate Campaign category for the public sector at the MSK 2012 awards.

LINDA JAMII CAMPAIGN

Background

Linda Jamii is an affordable health care plan that was developed by a consortium of companies i.e. Britam, Changamka and Safaricom. It targets the middle and lower income earners and provides them with an insurance cover that allows them access to decent and quality health care for their entire family for a duration of one year.

Our task was to develop a launch idea and communication that would resonate with this group of individuals. To do this, we immersed ourselves and understood their opinion when it comes to insurance – their fears, reservations, where they go when they need medicine, etc. then we tailored our communication based on those insights.

Idea

Insurance is a very serious topic. Our target audience especially, thinks that insurance is not for them, as it is a reap-off (because you invest money that you may never use and that may never come back to you) and thus it is for the ‘rich people’.

First thing we did in our communication was refer to Linda Jamii as a health care plan and not ‘insurance’. For the launch event, we decided to use humor (the very opposite of what insurance is) and we did this by tapping into the vast pool of comedic talent we have in Kenya, both famous and local. Then, we selected a venue that is central

among our target audience – Dandora. This made the otherwise serious topic of insurance much more acceptable to our target audience the fact that we met them at their very backyard made it easier for us to rally the crowds.

Execution

We created awareness about the launch via a roadshow caravan that went round Dandora and its environs, a week before the event. The key selling point for this launch was the comedic performances that we featured on the flyers we gave out, as well the free medical checkup – blood pressure, blood sugar among other tests.

Results

Our desired audience turned out for the day long event in their thousands and we received great media coverage, with the 3 CEO’s present for the launch.

Within the first week of the launch, they had already gotten quite a number of registrations with Nairobi only having an average of 100 registrations per day. ATL campaign and countrywide activations were set to take over immediately after.

For more information and to register visit selectM-PESA agents, Britam offices, UCHUMI Supermarkets,Postbank and other Linda Jamii agents countrywide or call theCustomer Care Number 0708 525 525 | www.lindajamii.co.ke

Entertainment bytop comedians and musicians:• Churchill • Teacher Wanjiku

• Creative Generations• Nameless • Wahu • Wyre

• and many more

LAUNCHWednesday, 22nd January 2014

Dandora Stadium | 9am – 6pm

MWISHO WA MAWAZO

Kura yangu itaamua hatma ya nchi yangu - 4TH MARCH 2013

NITAPIGA KURAKWA BUSARA

NITACHAGUA KIONGOZIANAYE HESHIMUSHERIA ZA KENYA

IEBC CAMPAIGN

Background

The 2013 presidential election was monumental. The previous election had left the country in turmoil and tension had been mounting leading up to this one. The task that lay in store for the IEBC was immense. With an entire country watching and waiting, the commission was under intense pressure to see to an election process that was free and fair, but most importantly, peaceful. And all this with a new voting and tallying system, as well as new elective positions. This required an extensive education and awareness countrywide campaign (across all 47 counties and the diaspora). The campaign needed to be seen or heard by every Kenyan and this meant running ads on 93 radio stations (that cut across mainstream, vernacular, religious divides). Its positive outcome was most crucial to the country’s future. There was no room for error.

In as much as it was a campaign for IEBC, the financing for the project was done by UNDP and after having submitting tender documents and winning in the pitch process.

Challenge

Because of the tribal issues involved in Kenya’s politics, the campaign needed to do more than encourage Kenyans to vote. It needed to encourage them to be wise about it, consider the issues and not just the tribe and to vote peacefully. Additionally, we had to work with tight turn-around times, with some of the

TVCs being shot and aired on TV within a period of 3 days.

Execution

They run the campaign in phases.

First, we run a series of ads asking registered voters to turn up on Election Day.

The second phase educated Kenyans on the elective positions.

The third phase educated voters on the new voting process.

Next, we called for all Kenyans to maintain peace through the process and after, when the winners were announced.

We run the ads in all the major tribes on all possible mass mediums. With radio having the highest reach, we ran ads in national, local and community stations across the country.

On TV, the ads were factual, but had a sprinkling of humor that allowed them to connect with the audience.

Results

Kenya had the highest ever turnout of registered voters in Kenya’s history. We reached 92% of the population, had an 86% voter turnout, less than 1% rejected votes and most notably, peace was maintained throughout the process.

Kura yangu itaamua hatma ya nchi yangu - 4TH MARCH 2013

NITAPIGA KURAKWA BUSARA

NITACHAGUA KIONGOZIANAYE HESHIMUSHERIA ZA KENYA

SAMSUNG

Background

Samsung releases new devices into the market every few months ranging from Mobile devices to Tabs and Notes, and other electrical appliances such as air conditioners, TVs and washing machines.

Samsung Electronics East Africa required an agency to handle their public relations and media liaison for the Galaxy Grand 2, and the launch of the Galaxy S5 into the East African market.

TMG organized press briefings, photo – opportunities, radio interviews, phone reviews, press releases, follow-ups, and post launch activities for both devices. Full comprehensive publicity reports were given to measure the PR value obtained

Idea

Press Releases, photo – ops for pictorial sections, and advertorials were required as often as possible across all media channels in order to gain as much publicity as possible.

Interviews and phone reviews were also set up in order to maximize publicity and create talkability around the product.

Execution

We organized for Galaxy Grand 2 photo ops which

were features in the Monday Business Sections on The Nation and The Standard. Radio Interviews were set up on national radio stations, and prewritten press releases and independently written phone reviews were published both in the print media and the online media.

Press releases and press packs were created for the Galaxy S5 Launch. These were distributed to the all media houses. In addition, we organized a media briefing where we managed the media in terms of their transport and attendance, and gave them access to a media center which helped them write and file their stories.

Results

A successful and well talked about Galaxy Grand 2, and launch event for the Galaxy S5.

A PR value for the Galaxy S5 Launch on its own was roughly KES 2.5 million (excluding online coverage).

SAVANNAH CEMENT

Background

Kenya is in the middle of a real estate boom that has seen a sharp increase in the demand for building material. Savannah Cement was the newest entrant into an already established market. Armed with nothing but good intentions, Savannah Cement, they approached us to build their brand from the ground up.

The Challenge

To start with, Savannah Cement required an identity. This was soon to be followed by a brand development and roll-out plan.

Idea

The Savannah grasslands are known especially for being spotted with Acacia trees, which form the most amazing sunrises. Using this as our inspiration, we set out to design a logo, which would be bold, appealing and set them apart from their competition.

The next step was to launch the brand into the market.

With cement being a low-involvement product – “cement is cement is cement” – the only thing that would differentiate the Savannah Cement product

from the competition and to give our target market a positive association to it, was our promise. To be the brand that not only builds structures, but one that also cares about people and the community. Building Perfection.

Execution

The most important audience to launch the brand to at the time was the trade – hardware storekeepers and cement distributers. They were best placed to be our ambassadors. Beyond them, our eventual target market were building contractors, masons and developers and giving traders our message first meant we were able to speak directly to them as they interacted with traders often.

So Savannah’s launch into the market was soft. We branded the trade, proposed forums in which we could educate them about the brand and product attributes and befits, and gave them material to distribute. We also run some ads above the line to support their efforts, as well as carrying out on-ground activations with them and the end-users.

Results

The Savannah Cement brand was successfully launched into the market and saw products sales rise up to 60% in their first year of operation.

WATTS UP!

Background

Kenya Power has often faced a lot of power complaints from its large power and domestic customers. They are perceived as a typical government. organization that shelves these complaints in deep dark corners. However this has not been the case as they try and address all the complaints that come their way.

Our task was to develop a channel that would open Kenya Power more to its customers, thus creating the Watts Up! Open day county circuit. Targeting customers from all the major counties.

Idea

Here the marketing officers and engineers interacted with customers face to face. Customers could get information about their products and services and also learn about productive use of electricity.

Execution

Kenya Power set up Watts Up stations in busy parts of the various counties. The tents were heavily branded with Watts Up material (banners, poster, fliers, etc.). The open days were done on weekdays (mostly on Thursday and Friday) and communication was supported by an ATL campaign on newspapers and radio.

Results

• Our desired audience turned out for the open days.

• Complaints channeled through their other avenues where unclogged.

• They also saw an increase with new power connections.

• Their corporate reputation index was boost-ed as the customers had a better under-standing of the brand.

TOYOTA KENYA

Background

Toyota Kenya Limited is the sole authorized distributor of Toyota, Yamaha, Hino and Case Agricultural products in Kenya. Corolla enjoys an average market share of 45% with Nissan and Mitsubishi being the closest Competitors. The Corolla is the best selling car in the world with over 40,000 units sold by May 2013.

Toyota Kenya launched the 11th Generation Toyota Corolla on 22nd May 2014 with an aim to position the new Corolla in the market in order to increase its market share.

Idea

TMG conceptualized the launch event with gueruilla marketing strategies in mind. The concept was to showcase the old Corolla’s from 1966 to current, and produce videos which allowed consumers to see where the Corolla has come from in line with Toyota Kenya’s tag line “the best just got better”, and “we’ve come from far”.

After a successful, well talked about launch, the idea is to have post launch activities in June which will achieve Toyota Kenya’s objectives of increasing their market share in the industry.

Execution

The launch event was done at the VLC center in Belle Vue and was attended by over 200 people. TMG was responsible for delivering on the proposed concept, sourcing for suppliers and coordinating the entire event set-up and run through.

Presenter notes and speeches had to be written, as well as post launch ads and production videos.

Results

Toyota Kenya have obtained good publicity on both print and electronic media for the launch of the new 11th generation Corolla

BORESHA STIMA VIWANDANI

Background:Kenya Power embarked on a project to upgrade the distribution network to stem power interruptions, improve quality of electricity and increase distribution. In order to achieve this, Kenya Power negotiated with various financial institutions to provide credit to Kenyans to enable them connect electricity to their homes and businesses. The project is in line with the government’s plans to increase electricity access by up to 75 percent by 2017 to boost economic growth. The plan involves connecting all learning institutions and villages across the country.

Challenges:The task was to inform the publics that Kenya Power was upgrading their distribution network to improve quality of electricity. The major challenge was ensuring the ‘believability’ in the message. The other challenge was for the TA; individuals who live and operate businesses in town centers and near town centers, to understand what exactly upgrading systems meant and what the implications to them were. It was up to the team to communicate the campaign message.

Idea:Engage in a consumer awareness campaign dubbed ‘Boresha Stima Viwandani’, with the main aim of informing the publics about the current upgrade, remind the public about Kenya Powers objective to connect all Kenyan’s to the power grid and to persuade the target audience to apply for electricity connections.

Execution: The Road show: During the Road show, there was entertainment by the DJ, dancers and comedians to attract attention and hype the crowd. On ground there were branded foot soldiers that would engage the crowd, answer public queries and give necessary information regarding the application process. Information tents were set up in strategic high traffic areas where residents directed all their queries and got additional information and were assisted with the application process.

Coverage: Footage was distributed to various media houses for coverage. Media invites were sent out to journalists to cover the event. Select radio stations that were used to create awareness before and during the event and provide live interview opportunities from the ground were identified.

Results:The success of the campaign was measured both qualitatively and quantitatively.

Quantitative: There was a rise in the number of applicants in the various regional offices after the roadshow and the number of queries regarding the application process and requirements.

Qualitative: Information about the strides Kenya Power was taking to improve on the electricity connection country wide was well received; increased share of voice, more people were talking about Kenya Power because they were well informed.

NYS

BackgroundThe National Youth Service (NYS) is a government institution whose mandate has been to help the youth discover and develop their potential since 1964. One of the 7 pledges of the Jubilee Government is to create transformative youth empowerment, which led to the rebranding of NYS.

Challenge:As a result of the NYS obtaining a new vision, the NYS also had to acquire a new identity. The new identity was to change the negative perception NYS had accrued over the years, and demonstrate to Kenyan youths the positives about joining NYS.

IdeaTMG came up with “Go On Be Great” which emphasized on transformative youth empowerment. To leverage on youth patriotism, the tag line “True To Self True To Country” was also created.

TMG was able to create NYS’ new brand identity as well as develop the artwork and production required for the communication of the entire rebrand campaign.

ExecutionThe new NYS look and vision was launched during the Pass out Parade in Gilgil in September 2014, where His Excellency President Uhuru Kenyatta and Cabinet Secretary of Ministry of Devolution and Planning Madam Ann Waiguru, NYS Director General Dr. Nelson Githinji amongst other guests were in attendance.

TMG executed a simple but effective idea of a billboard unveil at the roadside before progressing to the main parade grounds, both sides of the mounted up flexi’s were rolled down to unveil the new logo and new look of the NYS.

On the parade grounds, we conceptualized and built a rotating stage with 5 different compartments showcasing the different elements and the uniforms that portrayed the new vision for the NYS. In addition were 6 more compartments on a static platform which gave a further insight into the NYS vision by showing the different schools which the youth would be enrolled to after graduating from their training.

At the end of the unveil a TV advert was played on all the screens thereafter the old NYS flag was lowered as the new one was hoisted. The rebranded NYS vehicles then drove onto the parade grounds followed by recruits who recited the new NYS pledge.

ResultsThe public in the thousands were able to witness the launch of the new NYS as they attended the Pass out Parade. For those who were not physically in Gilgil, the entire event was broadcasted live on most local TV stations, the radio stations were constantly talking about it.

The event generated a lot of excitement, publicity and conversations, and was even trending under the hash tag #True2SelfTrue2Country.