Kenic Products Launch Campaign

KENIC PRODUCTS LAUNCH CAMPAIGN

Situation:
Kenya Network Information Centre a state agency mandated with administration of (.ke) domain approached us with a challenge. They had two products to be launched together. Problem was awareness and uptake of the products in Kenya.

Task:
KENIC were pushing a Third Level Domain (co.ke) and a Second Level Domain (.ke) e.g. yourname.ke. We were to strategize and create awareness communications leading up to the launch and sustenance communications for post launch.

Action:
Our strategy team crafted a market positioning slogan (proudly .ke) that dawned on Kenyans to firstly support local and secondly invoke their unifying factors like nationalism and patriotism. The tone of voice was more cautionary compelling prospects to secure their personal and business domains before someone else with ulterior motive did.

Result:
We created measurable awareness of the Third Level Domain and Second Level Domain. Pushed informative messaging and value add on these domains on multi-media leading to conversions and new uptake of .co.ke and .ke domain from 100,000 to 0.5million subscribers in Kenya for both domains.