THE CHALLENGE
MTN MoMo, Ghana’s leading mobile money service, faced a significant challenge with incidents of fraud, largely due to users’ lack of understanding of the platform’s safety features. Many customers were overly trusting with their Personal Identification Numbers (PINs), making them susceptible to deception from those they considered reliable.
THE IDEA
To combat this issue, we created a humorous ad campaign that featured a man who struggled to say no to his wife. Throughout the story, viewers watched as he was playfully yanked around in various directions by her requests. The narrative built up to a pivotal moment when she asked for his PIN, to which he firmly replied with a resounding “no.” This clever twist conveyed the essential message that keeping your PIN safe and secret should never be compromised, regardless of the circumstances.
THE RESULTS
The campaign effectively engaged audiences with its humor while raising awareness about the importance of PIN safety. Feedback showed a marked increase in users’ understanding of protecting their PINs, resulting in a measurable decrease in fraud incidents. Ultimately, the initiative fostered a more secure environment for MTN MoMo users, reinforcing the brand’s commitment to customer safety and trust.