#MumNotATM, A Mother’s Day kwikmoney Campaign by X3M Ideas
Surprises, surprises and smiles were the common denominators among visitors to the popular Lagos mall: Ikeja City Mall over the Mother’s Day weekend. Mall-goers interacted with an Automated Teller Machine (ATM) styled as a mother with a wrapper and glamorous headgear in the Kwikmoney house colours.
This installation was the climax of kwikmoney’s tactical campaign, aimed at further entrenching the instant loan service as the leading provider of micro loans to Nigerians from the comfort of their mobile phones with none of the usual hassles or excuses.
The Mother’s Day campaign was premised on the realisation that “loved ones are often the first option for Nigerians seeking to get a quick loan”. Many turn to their parents, especially mothers, for loans they often do not intend to pay back!
Exploiting this consumer insight, X3M Ideas, the brand’s marketing communications partner, developed a campaign with the theme: “Mum Not ATM”. The messaging urged targets to give their mothers a break, in the spirit of Mother’s Day, and get a loan from www.kwikmoney.com instead.
The campaign began with an online competition which rewarded winners with the chance to give their mothers recognition on notable billboards around Lagos. This was enhanced using radio and online channels as supporting media.
Activation commenced online on the 25th of March. An agency official disclosed that the competition was announced on the 26th, asking participants to send in images of their mothers and a narration of a time she came through for them.
Having tapped into Nigeria’s love for stories and deep love and respect for mothers, hundreds of entries were received in the 5-day span. Many moving stories highlighting the power of a mother’s love were shared using the #MumNotATM, a trending topic on Twitter at launch.
“At kwikmoney, we understand the needs of the everyman. We see Nigerians as aspirational, driven, hardworking visionaries. We understand that the economic climate constrains most and limits them to a life of purely ‘getting by’. Our aim is to awaken the dreamers again by empowering them with access to credit.” Disclosed Head of Marketing, Temitope Omole”
kwikmoney has given over 1 million loans since its inception through our flagship product as well as collaborations with financial institutions, telcos, retailers and more, offering loans from N10,000 and below, to upwards of N100,000 just by dialing the shortcode *561# or visiting kwikmoney.com.
As we continue to expand our reach across the country and beyond, our vision is to amass a crop of customers who utilize the opportunity this product affords while also understanding the need for responsible borrowing to increase loan offers over time, declared Omole.