Smile launched in Tanzania on 16 May 2013. This made them the first provider of 4G LTE broadband Internet access in Tanzania and, in fact, the whole of Africa. Their brand vision is to contribute positively towards the advancement of the continent by delivering super fast, high quality and reliable access to the Internet.
The challenge the brand faced was to reach high levels of awareness in a very short space of time in a category that has very strong competition. Aggrey & Clifford handled the launch of the brand from initial strategy development to implementation of ATL, BTL, Digital, and PR. The agency was also involved in the planning and execution of the media launch, press conference and high profile customer launch event at the Hyatt hotel on the same day.