Safaricom in new M-Pesa AD campaign

An M-Pesa outlet.

Safaricom has launched M-PESA Relax, a campaign aimed at positioning its M-PESA money transfer service as a lifestyle convenience tool.

The M-PESA Relax advertising campaign aims to encourage and reward M-PESA users who deploy the convenience creating feature of the service. During the campaign, Safaricom will award customers for paying bills, purchasing goods and services and making bank transactions through the M-PESA service.

“In today’s fast paced world a premium is placed on time and convenience, M-PESA squarely fits in this gap. Studies show that customers save 3 hours per transaction which is ploughed back into economic productivity and the savings of US $ 3 is spent mainly on food and savings,” said Bob Collymore, Safaricom’s CEO.

Presently, more than 90 per cent of all mobile phone subscribers in the country use M-Pesa, with the bulk of the transactions involving money transfer and airtime purchase.

“In a recent experiment , a customer was able to operate cashless for 60 days relying on M-PESA for all his financial transactions meaning that one can rely on M-PESA to stay on top of life’s everyday needs conveniently,” said the CEO.

M-PESA was launched in 2007 as a money transfer service. Since then, it has grown to include other services such as airtime purchase, saving money, paying bill, bank account withdrawal and deposit, purchase of goods and bulk payments.

Launched in March 2007 as a money transfer service, M-Pesa now has over 15 million customers and over 40,000 agent outlets in Kenya and has also been deployed by other Vodafone affiliates in Tanzania, South Africa and Afghanistan.