In 2014, Bank of Africa Uganda introduced its Mobile Wallet, a mobile banking service that is equally convenient and arguably more efficient than telecom networks’ mobile money platforms, as a way to win back their customers from the ever growing mobile money craze.
Despite rave reviews and positive feedback from their original wacky and dynamic TV spot that featured a lively mascot character explaining the service features, Bank of Africa (Uganda) failed to achieve their proposed target in terms of product usage for the service and felt they had to turn things around, FAST.
The wacky character from the first Bank of Africa Mobile Wallet campaign
As seen on TV: The new Tap Tap TVC
When Bank of Africa finally decided to seek a new Advertising agency in December of 2014, Addmaya was amongst the agencies shortlisted to pitch ideas for an advertising campaign on getting the Mobile Wallet to the market.
Though not an Advertising Agency in the traditional sense of the word, the Bank, having previously worked with us on successful campaigns like Wezimbe and Vimba, felt that Addmaya had proper knowledge on the brand and clearly understood the product they wanted to sell.
“Addmaya’s creativity never ceases to amaze me. They are the perfect production agency for a youthful, agile and vibrant brand.”
Manuela Mulondo – Head of Marketing, Bank of Africa Uganda
Our creative execution of the idea dubbed “Just What You Need.” is what won us the Pitch. The basic premise being that Ugandans love mobile money because of its convenience.
Our strategy therefore was to try and show the public that this service was just as convenient and even simpler to use by leveraging the tag-line’s keyword “Just..” and coining phrases like “Just..Send It,” “Just…Transfer” “Just..Dive In”.
The original approved direction for the campaign that won us the role of Creative Leads for the campaign
In January 2015 however, a thorough review with the bank found the campaign still wanting in terms of the Bank’s targets and we were therefore asked to pivot from the original campaign idea and come up with something new altogether.
One week of research and another two weeks of internal deliberation (and literally banging our heads against the wall) allowed us to tap into existing customer behaviours and mindsets from which we identified lots of opportunities that we could still leverage on;
The idea was now simple: Show customers how the use of new technology(Mobile Wallet), would drastically improve their lives. How? By helping them “save time for the things that matter.”
The communication of the idea needed to be simple, fresh, honest and all encompassing of what the Bank was trying to tell its customers. Thus the “TAP TAP” campaign was born.
One of BMW’s strategic strengths that we believed we could leverage
It all comes together: The new campaign Slogan
The campaign slogan “TAP TAP”, we felt, represented a simplified version of exactly what Bank Of Africa’s Mobile Wallet offered customers:
Our next challenge was figuring out how to convey the message to the public. The campaign was meant to be a 360 Integrated marketing campaign, meaning all mediums(Print & Outdoor, Multimedia, Digital and one of our personal favorites Experiential) had to be used uniquely and consistently in order to communicate the campaign idea.
Because the campaign was a usage campaign – encouraging more people to use the Mobile Wallet service – the proposed art direction all through the campaign(especially the print and outdoor) was one of physical expression/ body language.
All the mediums therefore were created to take full advantage of this and capture strong moments in time that we felt expressed the ease of use of the service.
After convincing the client on the TAP TAP campaign execution strategy, It was time to get our hands dirty and bring the campaign life. To try and ease the burden, Bank of Africa brought their new agency, Moringa Ogilvy into the fold to take on the Digital and Public Relations arms of the campaign.
The first step (in what turned out to be a gruelling exercise in mental fortitude) was to create concept artworks of the different proposed print and digital media and present them as real world mock-ups as a way to give the client a feel of how the target audience was going to interact with the campaign.
“With 80 separate pieces of concept artwork (across newspapers, billboards, roadsters, brochures, posters and lots of merchandise) to design in less than 3 weeks. The pressure was really on to deliver which meant we were in for a couple of sleepless nights.”
Isaac Ndahura – Print Lead, Addmaya
Having three different organisations working on the same campaign, there was always going to be a challenge consolidating the feedback and communication between Addmaya, Moringa Ogilvy and the client. The sheer quantity of art pieces meant that getting clearance from the client on final copy and concept artwork would have been impossible had we decided to use regular channels.
To overcome this, we used a more unorthodox means of keeping everyone on the same page – a What’s App Group – yep the dreaded What’s App group that most people take for granted was on hand to save us a lot of hassle. It ensured that as soon as the graphics designers were done with a piece of artwork, it could be shared with the entire group and receive feedback from everyone almost simultaneously ensuring efficiency in the design process.
After agreeing on what artwork and copy best represented each of the ways we were going to reach the public, the next step was to successfully achieve in camera the honest yet expressive body language that we had envisioned for all the print and digital material.
On location shooting the trenchcoat scene
With the help of meticulous planning, renowned professional photographer Reinout Dujardin and an excellent support staff, we managed to pull off the necessary shots within the space of 24 hours.
The photography was carefully selected, placed into its respective templates across the different mediums, signed off and shipped off for final printing.
Renoit, our photographer gives a model some direction as he helps him out with a wardrobe malfunction.
All while the graphics designers were handling the print and digital arms, there was another battle raging in the animation department – The Tap Tap Instructional Videos – Also on a tight deadline, Addmaya’s animation team had been tasked with creating a total of twelve 5-minute instructional videos to walk customers through using the various services of the Mobile Wallet. Despite making progress in leaps and bounds, significant changes to the internal workings of the mobile USSD system called for re-working of more than half of the original twelve videos in order to align it to the new workings of the USSD system.
In all this time,we had not yet embarked on the multimedia (TV and Radio) side of things and we were closing in on D-Day.
Still, we had to get the campaign jingle out of the way first as it was what was going to determine the tempo and shooting style for the thematic TV spot. For the purpose of encouraging the usage of the service, the radio jingle was based on the popular Jackson 5 song “ABC” as a play on it’s lyrics “..easy as 123.” The tricky part was staying away from the original song as much as we could so as to avoid unwanted legal trouble.
In the end, we pulled out all the stops with this one and hired 3 different recording studios, Micheal Fingerz for the original composition, C19 for the audio mastering, and FirstLove for the voice over. The end result was a master piece that drove the multimedia arm of the campaign.
Being the first guerrilla style shooting we had done for a TV spot that was meant to be the campaign trail blazer, the pressure was on to not just deliver but also do a good job. With the approved jingle guiding us, all we had to do now was simply add the icing to the cake.
Easier said than done.
The making of Tap Tap
With just one week to the official launch of the campaign, we set out to pull-off a small miracle. Alas, every time we would head out to shoot, Uganda’s unpredictable weather showed its ugly head to hinder us. Eventually, the official launch was pushed by another two weeks which allowed us to traverse the beautiful city of Kampala and it’s outskirts, pulling out the camera whenever something tickled our fancy in addition to planned shooting of random people – from market vendors to dancers to farmers – we wanted to show the emotion of excitement and we knew to do it well, it could not be faked.
“The experience was totally new for us. Considering it was guerilla shooting, we did not know exactly what we were going to end up recording every day that we went out until we reviewed the footage at the end of the day. The tension, suspense and the eventual suprise at what we ended up with turned out to be lots of fun and a growing experience for us.”
Peter Mukiibi – Creative Director, Addmaya
When we finally pieced the whole thing together and added the jingle, it proved well worth the effort that we had put in. Now everything was officially ready for the public unveil, at the time, only three days away.
With everything in place, the Agency’s media team had also wrapped up their end of the Digital arm of the campaign, all was set for D-Day. The campaign launched on the 10th of June and will continue running for the remainder of the year. One thing is for sure though, this has been a whirl-wind of an adventure into the heart of Advertising – something that all at Addmaya one day dream of doing full-time. We are therefore very thankful to Bank of Africa for putting their trust in us and giving us the opportunity to build a campaign from the ground up. Also a special thank you to Moringa Ogilvy for showing us how the logistics of running an advertising campaign are handled.
Time will tell if our “ingenious” ideas will help the bank realise the Mobile Wallet’s true potential.
In the meantime, keep your eyes peeled for those newspapers, radio ads, billboards, TV spots, TV stings and many others as we attempt to influence public perceoption