Kyamula amaka

“Transform your home”

The Challenge:

With the Christmas season approaching, we felt there was an opportunity to maximise sales from a more affluent demographic around the capital city as gifts to family members still living without power in their home village.

The Solution:

We created a campaign to appeal to people living on the grid with access to TV, a much richer platform to showcase our product. With very little quality, locally produced content, the country’s national broadcaster partnered with us to create an original TV programme, Kyamula Amaka. The campaign kicked off with a public call to nominate a friend or family member to win our entire suite of products - a complete home makeover.

We surprised our winners with a TV crew and made a low budget but much loved primetime reality TV show. Airing immediately before the 10pm news, the most watched news programme in the country, the show reached an average 1.2m viewers each night. Our pilot episode winner, Mama Aidah, became the face of the campaign. Her stunned excitement featured in all our ATL and BTL materials, prompting new customers to tell our sales team: “I want the solar Mama Aidah has!”

The Result:

By showing the pure, genuine joy our products could bring as a Christmas surprise and modeling the act of gift-giving through the nomination process, the campaign inspired thousands of middle class Ugandans to transform their village homes with ReadyPay Solar Power. Commercially, we tapped into a lucrative new market, seeing a dramatic increase in sales of higher-end solar systems as a result.