Airtel Africa targets youth with music

This is not the first time Airtel has used music as a platform to connect to its youth market. In November last year, the company formed One8, a musical group of eight artists from across the continent teamed up with international singer R Kelly, who wrote and produced the group's debut single 'Hands Across the World'.

"We have always recognised the power music has to connect people all over Africa and, indeed, all over the world," explains Andre Beyers, chief marketing officer of Airtel Africa. "The youth in all our markets are an integral part of our business and, as a brand, we will continue to launch initiatives - such as Friendzy - that relate to and benefit them."

The commercial was filmed over a jingle which was composed specially for the campaign. The music track is very upbeat in the currently popular house remix style and has the potential to be a hit. The commercial is centered on an overall theme of 'roping people in' to encourage youth to strengthen their bonds with family and friends.

Through the Friendzy promotion, running throughout the festive season until February 2012, Airtel, in collaboration with Samsung, are giving away prizes. Mobile phone users across the continent stand a chance to win daily, weekly, and monthly prizes ranging from free airtime and merchandise to grand prizes that include cash, cars and houses.