Vodafone – M-Pesa Launch
Information
Campaign: M-Pesa Launch
Client: Vodafone România
Brand: Vodafone
Entrant Agency: McCann Worldgroup Bucharest
Media Agency: UM România
Background/Objectives
Strategy
Results
Vodafone was launching M-Pesa, an innovative service for domestic money transfers, which could be used from any mobile phone, with minimal background knowledge.
M-Pesa enables Romanians to overcome personal barriers, through simple money transfers
M-Pesa achieved strong differentiation and the customer base of the service saw sustained growth, both during the campaign and after it ended.