Usitense
KCB Mpesa : BANKING
the challenge
KCB was looking to re-launch KCB M-PESA, a mobile based account that allows one to save and borrow money. The system had challenges in the past, and as a result customers had shied away from it.
The Solution
Come up with a campaign that would allow us to re-launch the product encouraging users to take up KCB M-PESA loans
Thought Process
Instead of positioning KCB M-PESA loan as something you take to save face, we positioned it as the loan that helps you not only get through the day, month and week, but also enhances your quality of life because you no longer have to worry about money with our ‘Usitense’ campaign.
The Results
| KPIs | From (Actual) | To (Feb 2019) |
|---|---|---|
| customers | 10m | 17.16m |
| Loan Book | 3.7Bn | 9.6Bn |
| active customer base | 2m | 3.8m |
| average loan size | KShs.4,000 | KShs.10,755 |