Vodafone – M-Pesa Launch

Vodafone – M-Pesa Launch Information Campaign: M-Pesa LaunchClient: Vodafone RomâniaBrand: VodafoneEntrant Agency: McCann Worldgroup BucharestMedia 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.