MTN (Mobile Telephone Network): PRINTED BANKS

Credits & Description:

Advertiser: MTN
Agency: METROPOLITANREPUBLIC
Category: Best Use of Print
Advertising campaign: PRINTED BANKS
Copywriter: Keith Manning (Metropolitanrepublic)
Executive Creative Director: Peter Khoury (Metropolitanrepublic)
Creative Director: Wesley Phelan (Metropolitanrepublic)
Art Director: Candice Mcleroth (Metropolitanrepublic)
Art Director: Dale Mullany (Metropolitanrepublic)
Chief Creative Strategist: Paul Warner (Metropolitanrepublic)

Strategy
Uganda is the most rural country in the world and most of the people are unbanked. To help get the unbanked banked, we decided to increase the usage of Mobile Money, a digital way to transfer your cash using just your mobile phone. The banking system in Uganda is unsafe and in some places nonexistent. Most banks operate only in the major cities. This doesn’t help because a large portion of the population lives in rural and undeveloped areas. People needed a faster and safer way to bank. Because the use of smart phones in Africa is low we used technology that is compatible with all phones, the USSD. This was the best way to get the unbanked banked because even though only 20% of people have bank accounts, most of them have mobile phones.

Execution
By printing virtual ATM’s and inserting them in Uganda’s largest newspapers.All over Uganda people could use these posters to sign up for and engage with mobile money.

Effectiveness
To date over 1 billion dollars has been transferred through mobile money.Today Ugandans have an effective way to transfer and move their money around. In Uganda it is now easier for people to open bank accounts, pay utilities, taxi fare, buy food and live better.