We are in an era where you have to capture the attention of your target audience.
And no one is taking that task lightly, especially not the CEO at GA Insurance Limited, a fire insurer.
The CEO sat down and thought, why would I email Safaricom CEO yet I can print a billboard and convey the same message.
With an email, I can get ignored or brushed off but with a billboard that is almost impossible.
And he did.
The billboard was spotted near Safaricom PLC offices on Waiyaki Way. The billboard was addressed to the telecommunications CEO Peter Ndegwa complete with the company's brand colours for effect.
To sweeten the deal, the GA CEO even threw in Safaricom's tagline, "Simple, Transparent and Honest!”
The aim of the billboard by the insurance company was to seek business from the number one communication company in Kenya.
It read, "Dear Mr Ndegwa, We are the largest fire industrial insurer in Kenya. Your business is safe with us and that's the simple, honest transparent truth."
They added the hashtag #FactsOnly.
Check it out below.
The Safaricom CEO Peter Ndegwa responded.
Not on email. No.
Their billboard response read: "Dear Mr Bhadury, Thank you for the information."
He added, "A simple phone call will do next time. Just call me on Kenya's widest and fastest network, Safaricom."
Ndegwa took the opportunity to plug his company products for all and sundry to see.
He wrote, "Oh, and before you call, simply dial *444# or go to MySafaricom App to get the best deal that will allow us to talk for as long as you want."
He finished off his message with a cute and reassuring, "We are here for you."
Check it out below.
Netizens could not get enough of this banter, the adults over at LinkedIn had diverse reactions. Here are some of them.
Wambui Ngunyi: I see creativity in their marketing strategy which is stunning! Considering the immense competition there is in the market, you have to really think out of the box to catch the attention of your niche/target market and do business with them.
Michael Gichure, CDCS, COFIT, B.A Economics: Radio Africa employs a similar marketing style. It's called guerilla marketing. They once advertised .....talk to us if your voice is better than (so and so)
Charles Njoroge, Managing Director and Founder at Jawabu Biashara: GA you are a cut above the rest. The advert is disruptive, well located, properly addressed and clear on what they can partner with Safaricom. I like the genius behind the thought. Ndegwa angalia hawa jamaa.
That said see this billboard banter between Audi and BMW.