Paga is a leading mobile money operator in Nigeria, with over 1.5 Million subscribers and contributes a large share to the mobile money market within the region. But the volume of subscriber base didn't really reflect on the transaction traffic on this platform, so there had to be a drive and a change in communication to enable existing and prospective subscribers to institutionalize the use of paga within their businesses and day to day transactions. So we created a "pay with paga" campaign that would create a conscious reaction to always ask to "pay with paga" using several forms of media such as Trade and Community, Social Media, ATL and BTL. What we intended to achieve:

 

Critical Investment and Development of an Agent network;

Customer Education;

Customer focused policies/incentives and activities;

Partnerships with Corporate, SME’s, Associations and Religious bodies;

Simplicity in communication to drive top of my awareness;

Make Paga a part of the everyday language ;

Continuous innovation on consumer needs and service research;

We searched researched styles and colours of art that would be synonymous with the typical Nigerian city style art on clothes, walls and buses.

Our execution was loosely based on the chaos most Nigerians face when it comes to spending money within the cities. From not having the correct change when you need to pay your bus fare, to finding out you have misplaced your wallet in the canteen or standing in the bank queue for hours to get to the front of the line and hear of downtime with the bank network. This scenarios really bring out the darker sides of people that they tend to loose it and start a round of sitcom for onlookers…