Benki Kimpango Wako (Swahili) — Bank Your Way

The Challenge

Shift Tanzanian banking customers away from long physical branch queues and convert existing brand awareness into digital app adoption.

The Strategy

Deploy an 11-month integrated campaign led by authentic creator storytelling and backed by broad-reach media and local community engagement.

Execution and Innovation

Combined creator-led content with a Swahili radio jingle across 14 stations, regional DOOH, performance ads, and localised physical business clinics.

Results

Digital customer registrations expanded by +167.8% YoY (reaching 3.52 million users by June 2026), alongside a 26% increase in salary accounts and a 48% rise in card revenue.

Judges' Verdict

"I appreciate the creativity here given the defensible and clear problem statement – that coupled with a creator led approach for a traditionally non creator focused industry is innovative, the framing with multiple channel framing while remaining consistent in story telling speaks volumes to the execution quality of the campaign."