the better way

with bosco katala

The Challenge:

A tax on Mobile Money transactions was introduced, threatening the growth of our partner MTN’s Mobile Money platform, MoMo. MTN wanted to renew excitement around the payment service by focusing attention on the ways that MoMo made life better. As our customers made their solar system payments exclusively through MoMo, we shared the same objective and created a joint campaign.

The Solution:

Working together with MTN and TBWA\Uganda, we launched The Better Way, a humorous, character driven campaign designed to distract from the negativity of the Mobile Money tax policy and get people smiling about MoMo. The campaign was built around Bosco Katala, an archetypal fish-out-of-water villager, discovering novel uses for MoMo to the backdrop of a traditional music theme song.

Bosco was a perfect ambassador for ReadyPay Solar Power. Sharing a likeness with our rural customer base, he made for a natural evolution of our traditional customer-centric approach. We were able to add comic and musical elements to our identity, bringing new and memorable aspects to our foundation of familiarity and trust.

The Result:

The character and theme song swept the nation creating widespread awareness almost overnight. Complementing this with a nationwide activation roadshow, sales skyrocketed. Things almost went too far, with Bosco’s likening to the Ugandan President the source of a viral content explosion.