Insight Driven Strategy
'WiFi Chasers' Campaign
Turning the WiFi chaser trend into a playful, insight-led campaign that boosted Telkom’s streaming bundle appeal among young professionals.
Year :
2020-2021
Industry :
Telecommunications
Client :
Telkom Kenya
Project Duration :
7 weeks
The Challenge:
Telkom Kenya, one of the country’s largest telecommunications networks, partnered with Showmax, a leading streaming service, to boost awareness, drive sales, and grow market share for both brands.
The goal was to connect with young, urban professionals who stream content on the go, and give them a reason to choose Telkom bundles for their entertainment needs.
Key Insight:
Location data revealed a surprising pattern: a significant amount of streaming happened in transit. This meant that many consumers were using mobile data rather than home WiFi, but their bundles often weren’t optimised for heavy streaming.
We also tapped into a cultural trend: the rise of “WiFi chasers”, people who constantly ask for WiFi access wherever they go because they don’t have sufficient data for streaming.
Creative Solution:
We flipped the WiFi chaser stereotype into a playful, relatable campaign:
"Don’t be one of those guys."
The message positioned Telkom’s streaming bundles as the smart, hassle-free choice for young professionals who want uninterrupted entertainment anywhere, anytime.
Impact:
The campaign successfully:
Increased awareness of Telkom’s streaming bundles.
Strengthened the Telkom–Showmax partnership in the market.
Positioned Telkom as the go-to choice for on-the-go streaming.
More Projects
Insight Driven Strategy
'WiFi Chasers' Campaign
Turning the WiFi chaser trend into a playful, insight-led campaign that boosted Telkom’s streaming bundle appeal among young professionals.
Year :
2020-2021
Industry :
Telecommunications
Client :
Telkom Kenya
Project Duration :
7 weeks
The Challenge:
Telkom Kenya, one of the country’s largest telecommunications networks, partnered with Showmax, a leading streaming service, to boost awareness, drive sales, and grow market share for both brands.
The goal was to connect with young, urban professionals who stream content on the go, and give them a reason to choose Telkom bundles for their entertainment needs.
Key Insight:
Location data revealed a surprising pattern: a significant amount of streaming happened in transit. This meant that many consumers were using mobile data rather than home WiFi, but their bundles often weren’t optimised for heavy streaming.
We also tapped into a cultural trend: the rise of “WiFi chasers”, people who constantly ask for WiFi access wherever they go because they don’t have sufficient data for streaming.
Creative Solution:
We flipped the WiFi chaser stereotype into a playful, relatable campaign:
"Don’t be one of those guys."
The message positioned Telkom’s streaming bundles as the smart, hassle-free choice for young professionals who want uninterrupted entertainment anywhere, anytime.
Impact:
The campaign successfully:
Increased awareness of Telkom’s streaming bundles.
Strengthened the Telkom–Showmax partnership in the market.
Positioned Telkom as the go-to choice for on-the-go streaming.
More Projects
Insight Driven Strategy
'WiFi Chasers' Campaign
Turning the WiFi chaser trend into a playful, insight-led campaign that boosted Telkom’s streaming bundle appeal among young professionals.
Year :
2020-2021
Industry :
Telecommunications
Client :
Telkom Kenya
Project Duration :
7 weeks
The Challenge:
Telkom Kenya, one of the country’s largest telecommunications networks, partnered with Showmax, a leading streaming service, to boost awareness, drive sales, and grow market share for both brands.
The goal was to connect with young, urban professionals who stream content on the go, and give them a reason to choose Telkom bundles for their entertainment needs.
Key Insight:
Location data revealed a surprising pattern: a significant amount of streaming happened in transit. This meant that many consumers were using mobile data rather than home WiFi, but their bundles often weren’t optimised for heavy streaming.
We also tapped into a cultural trend: the rise of “WiFi chasers”, people who constantly ask for WiFi access wherever they go because they don’t have sufficient data for streaming.
Creative Solution:
We flipped the WiFi chaser stereotype into a playful, relatable campaign:
"Don’t be one of those guys."
The message positioned Telkom’s streaming bundles as the smart, hassle-free choice for young professionals who want uninterrupted entertainment anywhere, anytime.
Impact:
The campaign successfully:
Increased awareness of Telkom’s streaming bundles.
Strengthened the Telkom–Showmax partnership in the market.
Positioned Telkom as the go-to choice for on-the-go streaming.