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MTN MoMo is a brand new digital banking product, brought to market by MTN and underpinned by Ubank. Salt and Candy was tasked with acquiring 1 million new customer accounts using only organic means of reach.
At the heart of this campaign is connection. On a pragmatic level, MoMo provides a safe and convenient money-saving and sending mobile facility. This free facility only requires a SA cellphone number, which makes the barrier to entry virtually non-existent, an important asset for our target market. But on an emotional level, it offers so much more.
This campaign was about empowering our audience, while educating them about money and how they can take their financial affairs into their own hands.
The campaign spoke to the features and benefits, and tapped into the reality of everyday life.
We positioned MTN MoMo at the centre of hard-working South Africans who, at a time when social distancing was necessary, needed connection more than ever.
Because of MoMo, bills were paid, households were run, people remained connected.
