.png)
MoFaya
Using everyday calamities to give product confidence
Medium
Client
Airtel
Year
2022
Brief
Airtel’s competitors introduced market-disrupting new internet packages that saw a 75% reduction in price of data bundles. However, even with the new product offering, the competitor’s main challenge was its slow speed and unstable connectivity.
In response, Airtel developed new data bundle packages in response- offering a similar price drop but with an additional edge of fast speed. Being the Telco with the widest and fastest internet, the communication brief was to highlight the consistent and better connectivity Airtel offers.
Approach
It’s not just about price. It’s about the assurance that, on Airtel’s network, The MoFaya bundle will keep you connected to fast internet speeds, and get more volume and value for money.
How do we show this? By doing the opposite - tapping into the everyday oopsies, calamities, and irritations that make life uncertain.
Using scenarios that Malawians often encounter such as taxi breakdowns and tailors and seamstresses who are never on time, to widely discussed topics like bad habits of wedding photographers and public proposals with questionable rings – the idea was to take a fun jab at these things while positioning our product as “The one thing you CAN be sure of”.
