97.5 RADIO JAMBOONGEA USIKIKE

ALL OVER KENYA : Nairobi 97.5, Mombasa 92.3, Nakuru 96.9, Eldoret 99.5, Meru 92.7, Kisii 89.3, Kisumu 100.1, Nyeri 99.3, Webuye 95.3, Kibwezi 104.7, Voi 105.7, Lamu 104.7, Kitui 104.9, Maralal 97.3, Malindi 98.1, Narok 97.3 Nyahururu 97.3, Kapenguria 99.7, Garissa 104.3

A 360 degree campaign proposal prepared on 28th November 2014

Go Digital Bila Wasi WasiNa Smart-Beaver FTA Decoder

On Radio Jambo

Background

ALL OVER KENYA : Nairobi 97.5, Mombasa 92.3, Nakuru 96.9, Eldoret 99.5, Meru 92.7, Kisii 89.3, Kisumu 100.1, Nyeri 99.3, Webuye 95.3, Kibwezi 104.7, Voi 105.7, Lamu 104.7, Kitui 104.9, Maralal 97.3, Malindi 98.1, Narok 97.3 Nyahururu 97.3, Kapenguria 99.7, Garissa 104.3

Smart Beaver is a Kenyan Company Established in the Year 2012 to offer digital solutions in line with the global digital migration.

As a Company they have a fully-fledged service center to support warranty as required by CCK. They also have a fully-fledged technical and customer care center to ensure a reliable after sales service with dealers countrywide to distribute our Digital Decoders.

Their decoder is designed by Smart-Beaver and assembled to their specification by Coship of China for Kenya and is fully compliant with the CCK specifications. The decoder CCK type approved having complied with all the set standards and send to the CCK for testing.

It is co-branded smart-beaver Coship a mark of commitment to the quality promised by the brand. The smart-beaver Coship decoder has been subjected to international stress tests for impact, heat and dust. It is therefore a robust product fit for the Kenyan Market.

Objectives

ALL OVER KENYA : Nairobi 97.5, Mombasa 92.3, Nakuru 96.9, Eldoret 99.5, Meru 92.7, Kisii 89.3, Kisumu 100.1, Nyeri 99.3, Webuye 95.3, Kibwezi 104.7, Voi 105.7, Lamu 104.7, Kitui 104.9, Maralal 97.3, Malindi 98.1, Narok 97.3 Nyahururu 97.3, Kapenguria 99.7, Garissa 104.3

Increase awareness about The Smart Beaver TV Decoders

Create excitement for Smart Beaver's Early Bird Xmas offer

To start a frenzy to buy Smart Beaver decoders

Insight

ALL OVER KENYA : Nairobi 97.5, Mombasa 92.3, Nakuru 96.9, Eldoret 99.5, Meru 92.7, Kisii 89.3, Kisumu 100.1, Nyeri 99.3, Webuye 95.3, Kibwezi 104.7, Voi 105.7, Lamu 104.7, Kitui 104.9, Maralal 97.3, Malindi 98.1, Narok 97.3 Nyahururu 97.3, Kapenguria 99.7, Garissa 104.3

After a lengthy and protracted court battle, Kenya is finally going digital on the 31st of December. Analogue transmission in Nairobi will be switched off. No extensions, no exceptions.

Many middle-upper income households have already acquired subscription based set top boxes from companies like Star Times and GoTV.

This leaves the masses as an untapped market for Free-To-Air Decoders. Once they realize that the courts will grant no further reprieve, there'll be a mad dash

for FTA set top boxes. Predictably, they will go for the brand (s) that are recognisable. Brands that are top-

of-mind.

On-Air Activation

ALL OVER KENYA : Nairobi 97.5, Mombasa 92.3, Nakuru 96.9, Eldoret 99.5, Meru 92.7, Kisii 89.3, Kisumu 100.1, Nyeri 99.3, Webuye 95.3, Kibwezi 104.7, Voi 105.7, Lamu 104.7, Kitui 104.9, Maralal 97.3, Malindi 98.1, Narok 97.3 Nyahururu 97.3, Kapenguria 99.7, Garissa 104.3

The purpose of this element of the campaign will be to increase Smart Beaver's brand recognition and recall.

To achieve this, we will start running catchy, memorable, aggressive high-impact commercial spots on high rotation across the day.

This will ensure high message receptivity.

On-Ground Activation

ALL OVER KENYA : Nairobi 97.5, Mombasa 92.3, Nakuru 96.9, Eldoret 99.5, Meru 92.7, Kisii 89.3, Kisumu 100.1, Nyeri 99.3, Webuye 95.3, Kibwezi 104.7, Voi 105.7, Lamu 104.7, Kitui 104.9, Maralal 97.3, Malindi 98.1, Narok 97.3 Nyahururu 97.3, Kapenguria 99.7, Garissa 104.3

• This will complement the on-air campaign by giving the brand visibility. We want potential customers to see and interact with the brand.

• For this phase of the campaign we will leverage on the relationship our personalities have with the listeners.

• One of our presenters will promote your brand in strategic locations such as Gikomba, Huruma, Githurai etc.

• Additionally, the presenter will also transmit live from the chosen location, letting other listeners know about the incredible deals Smart Beaver is offering to the people of Kariobangi for example.

• This will be done every Friday.

Talk-Up Points

ALL OVER KENYA : Nairobi 97.5, Mombasa 92.3, Nakuru 96.9, Eldoret 99.5, Meru 92.7, Kisii 89.3, Kisumu 100.1, Nyeri 99.3, Webuye 95.3, Kibwezi 104.7, Voi 105.7, Lamu 104.7, Kitui 104.9, Maralal 97.3, Malindi 98.1, Narok 97.3 Nyahururu 97.3, Kapenguria 99.7, Garissa 104.3

The following will form the talk-up points for the promotion:• You get over 40 digital TV channels• The decoder also transmits over 16 radio stations• There is NO MONTHLY FEE• No satellite dish required• Has a USB slot• Top notch picture clarity• You can record live TV and watch movies• NO installation fee. Just plug and play within 5 minutes• Comes with a 12 month warranty• Spares you the need to invest in a new, expensive digital TV• The early bird Xmas offers• Approved by CAK.• Where to buy i.e. uchumi and tuskys

Online Activation

ALL OVER KENYA : Nairobi 97.5, Mombasa 92.3, Nakuru 96.9, Eldoret 99.5, Meru 92.7, Kisii 89.3, Kisumu 100.1, Nyeri 99.3, Webuye 95.3, Kibwezi 104.7, Voi 105.7, Lamu 104.7, Kitui 104.9, Maralal 97.3, Malindi 98.1, Narok 97.3 Nyahururu 97.3, Kapenguria 99.7, Garissa 104.3

Additional Value Radio Jambo's digital arm provides you with complete

solutions for an online campaign through digital influencers. Through our digital influencers we're able to sway public opinion or change consumer behaviour in a positive manner helping your campaign own the social media sphere.

We will use the Mbusi na Lion social media platform (s) to give your campaign additional mileage.

Mbusi na Lion were nominees for the Social Media Awards earlier this year.

Station Rationale

ALL OVER KENYA : Nairobi 97.5, Mombasa 92.3, Nakuru 96.9, Eldoret 99.5, Meru 92.7, Kisii 89.3, Kisumu 100.1, Nyeri 99.3, Webuye 95.3, Kibwezi 104.7, Voi 105.7, Lamu 104.7, Kitui 104.9, Maralal 97.3, Malindi 98.1, Narok 97.3 Nyahururu 97.3, Kapenguria 99.7, Garissa 104.3

Radio Jambo is the number 1 radio station in Nairobi, with both the leading Mid-Morning Show in Nairobi and the number 1 drive show in the country. The station has the largest footprint of any privately owned radio station in Kenya and targets 20-45 year olds.