The Kenyatta International Convention Centre (KICC) was illuminated in SportPesa blue for three consecutive nights to celebrate a Kenyan who won Sh102,768,777 in the betting firm’s Mega Jackpot competition.

The iconic Nairobi landmark was lit from Saturday, October 31, to Monday, November 2, with a congratulatory message displayed on its LED crown in honour of Peter M. Maina, who correctly predicted all 15 matches in the SportPesa 15/15 Mega Jackpot.

The message, displayed prominently on the tower, read: “Hongera to the KSh 102,768,777 15/15 Mega Jackpot Winner.”

The campaign, delivered by Kenyan advertising technology company Suss Ads, transformed the building into a giant celebratory display visible across parts of Nairobi’s central business district and major roads leading into the city.

The activation featured the jackpot winner’s name and prize amount on the digital LED ring at the top of the building, while the entire façade was illuminated in SportPesa blue. Animated jackpot graphics also moved down the height of the tower.

According to Suss Ads Founder and Chief Executive Officer Dennis Maina, the decision to use KICC was intended to give the winner’s achievement a public celebration beyond conventional advertising platforms.

“KICC has watched over Nairobi for more than fifty years. This weekend it told the whole city that a Kenyan had just won over a hundred million shillings,” Maina said.

“A billboard rents you a space on the street. A landmark makes you part of the skyline. People stop, take photos and share them, and the message keeps travelling long after the lights go off.”

The company estimated that up to 240,000 people viewed the illuminated building in person during the three evenings. The estimate was based on evening commuter traffic within the tower’s line of sight and excluded audiences who encountered photographs and videos shared online.

SportPesa Head of Marketing Operations Esther Kang’ethe said the company considered the winner’s achievement significant enough to warrant a large-scale public celebration.

“The Mega Jackpot asks you to get 15 out of 15 right. Peter did, and a result that rare deserved more than a post on our timeline. It deserved the skyline,” Kang’ethe said.

“‘Hongera’ was the one word we wanted the whole of Nairobi to say to him, and KICC let the city say it together.”

The KICC display formed part of a wider winner recognition campaign that also featured digital advertisements showing Maina holding a cheque for Sh102,768,777.

Suss Ads said the activation demonstrated how outdoor advertising could combine landmark displays with digital screens to extend the reach of a campaign.

The company operates a network of 1,666 digital screens across 479 venues in 55 towns in Kenya. The screens are installed in locations including shopping malls, supermarkets, airports, hotels and transport hubs.

The network is managed through Suss Player, the company’s content management platform, which allows advertisers to schedule campaign material alongside live sports, news and other programming.

Suss Ads Chief Executive Dennis Maina said brands could combine high-profile outdoor displays with everyday digital advertising to maintain visibility across different locations.

“Brands shouldn’t have to choose between one spectacular moment and an always-on presence,” he said.

“The jackpot lights up KICC at night. By the next morning the same story can be playing on screens where people shop, eat and wait for transport, and we can measure it.”

The activation comes amid growth in Kenya’s outdoor advertising sector, with spending increasing by approximately 14.8 per cent in 2025, from Sh5.55 billion to Sh6.37 billion, according to Reelanalytics’ 2025 Kenya Media Landscape report.

The report attributed much of the growth to the expansion of digital advertising screens in Nairobi and other urban centres.

The KICC campaign highlighted the growing use of digital outdoor platforms by advertisers seeking to combine prominent public displays with wider digital advertising networks.