UsitenseKCB Mpesa : BANKING
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.
Come up with a campaign that would allow us to re-launch the product encouraging users to take up KCB M-PESA loans
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.
|KPIs||From (Actual)||To (Feb 2019)|
|active customer base||2m||3.8m|
|average loan size||KShs.4,000||KShs.10,755|