Challenge:

Re-entering a highly competitive and price-sensitive market after time away posed major hurdles. Consumer trust needed rebuilding, competitors had grown their footprints, and many former users had moved on. SafeBoda had to reintroduce itself not just as a comeback brand—but as a better, safer, and smarter option than ever before.

The key objectives were to:

• Announce SafeBoda’s comeback boldly and memorably.

• Reignite love and loyalty among former users.

• Drive app downloads and daily active rides.

• Reaffirm SafeBoda’s brand promise of safety, affordability, and reliability.

Solution:

Creative Captions developed a culturally resonant 360° relaunch campaign titled:

“Mbele Iko Safe – Tumeoga, Tunarudi Soko.”

This campaign was a vibrant, street-smart comeback anthem that blended humor, nostalgia, safety messaging, and urban swagger—proving SafeBoda wasn’t just back, but back and better.

Strategy & Execution:

Market Discovery & Messaging Positioning:

• Conducted rider and boda interviews to understand pain points with current providers.

• Identified a key insight: riders missed the safety, cleanliness, and customer service that originally made SafeBoda stand out.

• Shaped the core narrative around this sentiment: We’ve reset, refreshed, and returned with you in mind.

Core Messaging Pillars:

• Mbele Iko Safe: Safety is our brand. All riders trained, bikes inspected, and helmets provided.

• Tumeoga Tunarudi Soko: A confident, humorous nod to the comeback—cleaner systems, better experience, real value.

• Everyday Rides, Everyday Respect: Emphasizing customer service, professionalism, and on-time pickups.

Campaign Content & Media Channels:

• Social Media Hype & Memes:

  • Launched teaser content with cryptic posts: “Unakumbuka SafeBoda? Kuna mambo inachemka…”

  • Rolled out high-energy videos with Gen Z creators using street slang and humor to hype up the comeback.

  • “Driver Diaries” mini-series with real SafeBoda riders sharing why they’re proud to be back.

  
  

• Radio & On-Ground:

  • Collaborated with urban radio stations for “Rudi Soko” ride voucher giveaways and live mentions.

  • Sponsored commuter hangouts and campus pop-ups with free rides and merchandise.

  
  

• Billboards & Transit Ads:

  • Hard-to-miss placements across boda-heavy zones with bold statements like:

    
    

    • “Msijali, Mbele iko Safe.”

    • “Tumeoga. Tunarudi soko na fares zenye hazikuchokeshi.”

    
    

• Influencer Amplification:

  
  

  • Partnered with Nairobi-based digital comedians, TikTokers, and matatu-culture influencers to build authentic buzz.

  • UGC challenges like #MbeleIkoSafeChallenge sparked online engagement with real-life rider experiences.

Results:

• App downloads increased by 3x within 6 weeks post-launch, outperforming relaunch KPIs.

• Daily active rides grew steadily, with retention rates climbing to 68% by Month 2.

• The hashtag #MbeleIkoSafe trended in Nairobi during the first week of rollout.

• Former customers re-engaged: 45% of returning users had previously used SafeBoda before the hiatus.

• Riders and drivers alike praised the improved experience—citing app efficiency, cleaner branding, and professional rider behavior.

Testimonial:

“We knew re-entering the Kenyan market wouldn’t be easy. But the ‘Mbele Iko Safe’ campaign made us feel like we never left. Creative Captions helped us own our story—raw, real, and relatable. It wasn’t just a comeback—it was a culture moment. — Carrington Otiebo, maarketing Director - SafeBoda

Conclusion:

SafeBoda’s re-entry into the Kenyan market wasn’t just about getting back into business—it was about regaining trust, reconnecting with people, and re-establishing safety as a standard. Through a dynamic, multi-channel campaign grounded in street culture, humor, and honesty, Creative Captions helped position SafeBoda as the boda brand Kenyans can trust again.

Mbele iko Safe wasn’t just a tagline—it became a movement.