In 2019, Safaricom's decision to discontinue Blaze (youth platform launched in 2016) triggered a series of challenges, notably a decline in Net Promoter Score (NPS) and business performance within the youth segment. However, recognizing the latent potential within this setback, Safaricom initiated a comprehensive strategy to reintroduce a dedicated youth platform.

The objectives of the campaign were;

1. To re-introduce the youth platform to the market perhaps through a new thematic that would be relevant to the current youth situation/reality & research.

2. To acquire youth to Safaricom and the Youth tariff.

3. To improve Safaricom NPS on value perception by showcasing it as an affordable brand for the youth and a brand that supports the youth towards their journey to success.

4. Excite the market with a trendy youth brand.

5. Encourage digital adoption through having a digital experience.

The revitalization of Blaze as S-Hook and as an overhauled and rejuvenated mobile network brand successfully reignited engagement, empowered success stories, and re-established Safaricom's rapport with the youth segment, ultimately reclaiming lost market share. The estimated impact projected 2.4 million new Gen Z customers, an additional 14 billion Kenyan shillings in annual revenue within three years, and a strengthened foothold within the burgeoning gig economy.