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