Mobile theatre was chosen as the best means of communication to achieve these objectives, and 5 teams of actors visited pre-selected areas, setting up stage at carefully selected connection points such as taxi ranks, stations, wholesalers and shopping centres - performing for the surrounding communities.
The performance was designed to bring alive the Mzansi message of safe & affordable banking, and sketched a series of simple interconnected human dramas which engaged the audiences on an emotional level, with characters and situations they identified with. Issues such as reluctance to go into a bank, doubts about literacy and commercial savvy were addressed using credible and acceptable dramatic scripts.
Exp.Momentum's 6-week Mzansi Outreach Campaign formed part of the launch that saw more than half a million accounts being opened by the end of the first week of February. 90% of those accounts were opened by previously unbanked clients.
South Africa's new low-cost national bank account, "Mzansi" was launched on 25th October2004. Exp.Momentum was commissioned to strategically advise and activate the experiential requirement of the campaign with the development of a focused outreach campaign that would establish awareness of the Mzansi Account and educate the, largely unbanked, target market on usage and benefits.
