Safaricom unveils new M-PESA campaign
VALUE ADDED SERVICES| Sept. 17, 2012, 1:31 p.m.
Safaricom has launched M-PESA Relax, a campaign aimed at positioning M-PESA 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 Safaricom CEO Bob Collymore.
Presently, M-PESA enjoys 100% awareness with more than 90% of all mobile phone subscribers in the country using the service. However, the bulk of the transactions involve money transfer and airtime purchase.
“Safaricom knows and evolves with its customers. And we know our consumers want freedom and convenience. Their time is precious and with M-PESA, they can do more with their time,” said Collymore.
“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,” she added.
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.
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