The primary aim was to drive sales leads for MFS Africa with US and European financial services providers launching services in Africa. The secondary aim was to profile an innovative use of mobile financial services.
CCgroup created a compelling story about the evolution of the African mobile financial services market, positioning mi-Life as the first in a wave of next-generation services.
We focused on the fact that the service was a “world first” to secure media attention. We then ensured that all the relevant stakeholders, MFS Africa, Hollard Insurance and MTN Ghana, spoke to each journalist to provide a high level of detail that would drive in-depth coverage.