MTN MoMo is a brand new digital banking product, brought to market by MTN and underpinned by Ubank. My agency was tasked with acquiring 1 million new customer accounts using only organic means of reach. At the heart of this campaign was connection. On a pragmatic level, MoMo provides a safe and convenient money-saving and sending mobile facility. On an emotional level, the app represented connection, something that, when social distancing, could only truly be provided over the phone. We positioned MTN MoMo at the centre of hard-working South Africans who, at a time when social distancing was extremely necessary, need connection more than ever.
