Challenge:

 As part of its transformational journey to position itself as a provider of uncommon, innovative banking solution, Keystone bank relaunched it’s USSD code, introducing a simpler 4 digit code to ease customer’s daily transactions. 360 integrated was tasked to launch the code in the most exciting way possible.

Objective:

Develop an exciting marketing campaign to launch and sustain momentum for new Keystone USSD service (*7111#)
Migrate customers on 533# to 7111# by positioning the later as the recognized Keystone USSD channel
Create awareness and drive usage of Keystone USSD (*7111#) channel
Build top of mind awareness to make *7111# a household name for USSD Mobile Banking
Realization: Consumers are constantly looking out for products and services that improve their standard of living and will go for easy, simple and quick solution providers who offer reliable services and a bank that offers such solutions will win the hearts of its customers.

Solution:

360 Integrated developed a campaign that amplified the USP of the USSD code which borders on “The ability to recall 7111”  and re-positioned the 4 digit code as the simplest code  to remember  by using several tactical channels – Radio VO ads, Jingle, social media engagement( comedy skits), inspiring visual messages (Press, Outdoor)
Thus our big idea  for the campaign was ‘Banking is better with *7111#’ stemming from the simplicity and recalling ability of the code.
Result
Since the roll-out of the campaign, there has been a significant increase in daily transactions