Safaricom has launched M-PESA Relax ad campaign to try to convince users to use MPESA for things other than sending money and buying Airtime. M-PESA Relax advertising campaign aims to encourage and reward M-PESA users who deploy the convenience creating feature of the service. During the campaign, Safaricom will award customers for paying bills, purchasing goods and services and making bank transactions through the M-PESA service.
Safaricom admit that although M-PESA enjoys 100% awareness with more than 90% of all mobile phone subscribers in the country using the service,the bulk of the transactions involve money transfer and airtime purchase.
[pullquote]M-PESA was launched in 2007 as a money transfer service. Since then, it has grown to include other services such as airtime purchase, saving money, paying bill, bank account withdrawal and deposit, purchase of goods and bulk payments.[/pullquote]