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Brand Refresh

Performance Marketing

Brand Campaign

Mkobo Microfinance Bank

Mkobo is a neobank, focused on providing financial services to SMEs and salary earners across Africa.

Animated motion elements for Sidan's identity: Icon sets, ID cards, Brand shirts.
Cracking the Digital Banking Code

SCOPE:

  • Brand Refresh

  • Marketing Campaign development 

  • Performance Marketing



BRAND OBJECTIVES:

  • Re-position and reframe their brand perception from a traditional MFB to a Neobank providing tailored financial services for salary earners  

  • Grow their customer base by 3x

The Nigerian digital banking landscape is a battleground of established players and rising stars. For Mkobo, a new challenger brand, the key to success wasn't just about offering competitive features, it was about understanding the deepest aspirations of Nigerian users.



Decoding User Motivations: Beyond the Minimum


We recognized that Nigerians weren't merely seeking basic financial services; they craved a platform that empowered them to "Do More" with their lives. This wasn't just about convenience, it was about unlocking their full financial potential. Traditional solutions often offered a bare minimum, leaving users feeling stuck. Mkobo, however, presented an opportunity to dream bigger.


Campaign #1:

Do More with Mkobo

Our first campaign centered around this core insight. "Do More with Mkobo" wasn't just a tagline; it was a promise. We crafted messaging that resonated with salary earners. We showcased how Mkobo transcended the limitations of conventional banking by offering a seamless experience for transactions, savings, and wealth growth. The cherry on top? Features like Earned Wage Access and Loans provided immediate financial relief and long-term security.


The campaign aimed to establish Mkobo as a brand that understood the Nigerian drive for advancement. We didn't just offer an account; we offered a springboard to achieve their ambitions.










Campaign #2:

Jara with Mkobo

Building on the initial success, our follow-up campaign, "Jara with Mkobo," aimed to solidify user engagement and brand loyalty. "Jara" translates to "extra" or "bonus" in Nigerian slang, perfectly capturing the essence of this experiential campaign. However, the brilliance lies in its deeper meaning. "Jara e" can also be interpreted as "Wise Up" in Yoruba, a widely spoken language in Nigeria.


By incorporating this double entendre, we created a campaign that resonated on multiple levels. On the surface, "Jara with Mkobo" promised users "extra" value and a more rewarding banking experience. But on a deeper level, it served as a nudge – a call to be "wiser" with their finances. This subtle message positioned Mkobo as the smarter banking choice, the one that empowers users to "Do More" with their money.




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