Safaricom Ethiopia
#10Million Green Campaign
Overview
To celebrate reaching 10 million customers, Safaricom Ethiopia launched “10 Million Green,” a milestone campaign built around the familiar childhood rhyme “10 Green Bottles.” The idea used nostalgia, cultural familiarity, and Safaricom’s signature green identity to thank customers, partners, vendors, and the wider public for helping the brand grow across Ethiopia.
Company
Safaricom Ethiopia
Industry
Service
Advertising, Marketing, Production
Duration
ongoing
IMPACT
The campaign celebrated Safaricom Ethiopia’s 10 million subscriber milestone and supported continued growth, with an additional 1 million subscribers gained between July and October. It also achieved a nationwide rollout across Ethiopia and reached 4.6 million people across digital platforms.
KEY HIGHLIGHTS
Launched a nationwide storytelling TV commercial and emotional radio spots based on the childhood rhyme.
Deployed creative video and static content to drive massive online interaction.
Placed high-visibility digital ads in busy urban areas to reinforce Safaricom’s green identity.
Hosted an in-person celebration to honor key vendors, partners, and contributors.
Created a distinct visual campaign style that gained recognition well beyond Ethiopia.
PROJECT
ACHIEVEMENTS
0
Subscribers Celebrated
0
Additional Subscribers
0
Digital Reach