Client: World Bank/IFC and MTN FinTech Sudan
Portfolio: Mobile Money
Service: Below-the-Line Marketing, Sales & Marketing Support, Field Force Management
Category: Marketing
Duration: June 2022 – April 2023
Project Name: Mobile Money Customer Acquisition and Activation Campaign in Khartoum and Central States
Project Overview: Below-the-line marketing campaign to register new customers, activate dormant users, increase awareness of mobile money use cases, and boost transactional activity at agent locations across Khartoum City, Central States, Bahri City and North East States.
Direct Client Results: Executed 647 trade activations/BTL events; recruited and managed 80 educators/activators/promoters; comprehensive route and location mapping; event materials preparation and logistics including mobile vans with entertainment; registration tent setups; obtained all requisite permits and authorizations.
Impact:
- Improved financial service access for unbanked/under-banked population in Sudan; increased awareness of mobile money use cases including person-to-person (P2P) payments, bill payments and merchant payments; enhanced transactional activity for existing customers; boosted cash-in/cash-out (CI/CO) transaction traffic at agent locations; strengthened mobile money adoption in conservative regions through culturally appropriate marketing approaches.
- Generated employment for 80 educators/activators/promoters; enhanced community engagement through 647 culturally-sensitive activation events; improved financial inclusion in traditionally conservative communities; strengthened social cohesion through community-based financial education; supported youth employment in digital finance sector.