Exp.Momentum's ''Mzanzi'' campaign

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.
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.


14 Feb 2005 13:43

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