Safaricom’s creative and media buying agency, Redsky, is now involved in the battle between Zain and Safaricom and is in the process of lodging yet another complaint against Zain’s advertisement, which it argues targets its client.
Redsky first lodged a complaint with the Advertising Standards Body of Kenya (ASBK) last month, accusing Zain of aggressive advertising that involved the use of Safaricom’s slogans and corporate colours in marketing its services. The agency also complained about Zain’s adoption of “the best option” slogan which Safaricom sees as shaving too close to its “better option”.
Recently, Zain urged its consumers not to pay up to five times more for an SMS in an advertisement dubbed “Be the Judge”. Safaricom retaliated a day later with a similar legal concept dubbed “Case Closed, the lowest SMS rate in Kenya” complete with a rider “Keep paying five times less per SMS.”
Zain’s campaigns have included jibes at Safaricom such as “Going green is not always the better option…” taking a line from Safaricom’s marketing slogan “the Better Option,” and using its corporate green colour.
According to business daily, Redsky declined to discuss the nature of the latest complaint it seeks to lodge against Zain, only saying it was waiting for the green-light from the Safaricom.
“I cannot discuss the contents of the complaint at this point but as soon as we get the green light from Safaricom management we will file it,” said Joanna Gow, general manager at Redsky.
Zain responded saying that it was not aware of any complaints about its advertisements, insisting that the company would continue to focus on its customers.
“I’m not aware of any complaints about our advertising. Our focus has been and will always be our customers to whom we’ll continue providing affordable and high quality services,” said Rene Meza, the Zain Kenya managing director.
BRIAN ADERO in Nairobi, Kenya