Daystar University Students Win Safaricom PLC Marketing Competition

Three Daystar University students have emerged among the top five winners in the Safaricom PLC Crucible Marketing Competition 2021 edition. The event was organized by Strathmore University Marketing Club, for marketing students in Kenya pursuing either degree or diploma programs.

Winfred Wacera, Joy Thuku and Lidya Njoroge, all fourth year Public Relations major and Marketing minor took the challenge following a WhatsApp broadcast about the competition by their lecturer, Mrs. Hellen Maleche, who encouraged students to apply.

The Daystar trio emerged among the first top 10 students from an initial pool of 60 entries, consequently staying in the competition. Thereafter, the judges conducted second and final rounds of elimination, with the remaining teams presenting their creative marketing idea to the panel of judges.   The marketing competition was sponsored by Safaricom PLC, the client in the competition.

The Crucible is a career launchpad for young Kenyan marketers and took place over a period of seven weeks. In the competition, young marketers were challenged to work in teams of 2 or 3 to create an integrated marketing communication campaign for Safaricom PLC. Participating students needed to be in their second last or final year of study.

“The students were required to come up with a neon phone that the youth audience would be attracted to and be willing to buy,” said Lidya. They had to do a marketing pitch that was in line with what the competition brief required.

The winners bagged Kes.200,000, second runners up went home with Kes.100,000 while the third runners up, took home Kes.50,000 to be shared among team members in each category. In addition, the winning teams received gift hampers, and one year prestigious paid internship with WPP-Scangroup.

According to Joy, Winfred and Lidya, the process was very challenging as it was during exam period.

The three are grateful to Mrs. Maleche for her guidance and assistance as they prepared for the pitch. “She stayed with us, sometimes even up to late at night to assist us with Power point presentations and pushed us to realize our full potential. Mrs. Maleche also pointed out areas that we needed to improve on, listened to our presentation, critiqued and prayed for us.  We will forever be grateful to her,” was the sentiment of the three students.

The three had these messages to other Daystar students:

“Take the opportunity and run with it. The most challenging things in life end up giving you the best results,” said Winfred. 

“Starting something is not easy, but once you have made up your mind, then it becomes easier because of the commitment you have made”, continued Lydia. 

“Students should check their emails and WhatsApp groups because you never know what kind of opportunity may come your way. Be active in clubs like PRAD and don’t take anything for granted,” said Joy advice.

Joy who is also the president of Public Relations Association of Daystar (PRAD), further challenged the upcoming PRAD student members to be active and take up the challenge of organizing similar events that would benefit fellow students.