CHUJA | A politically correct product launch

Category: Channel | Integrated Campaigns Award Level: BRONZE Brand: KOKO Fuels | Entrant Company: KOKO Media, Nairobi, Kenya Background Launching a new brand in Kenya can be difficulty, especially if your target audience is more concerned about politics and less about indoor air pollution while cooking. Creative Idea We decided to launch our clean cooking brand, KOKO via a mock political party; It came with all the kinks of a fully fledged Kenyan party- a party name and logo, party leaders who were actually influencers, a party flag, a press conference and a party anthem which was a hit song with a cause. Strategy By camouflaging our message as a political party we were able to be relevant in our target and made it easy for us to introduce the KOKO brand in Kenya. Execution We decided to launch our clean cooking brand, KOKO via a mock political party; It came with all the kinks of a fully fledged Kenyan party- a party name and logo, party leaders who were actually influencers, a party flag, a press conference and a party anthem which was a hit song with a cause. List the Results Results as follows: PR Value - 8.6 Million Kenya Shillings earned, Total views of the party anthem - 247000+, and total reach 16.3 million

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