In Mobile & Telecoms

CCgroup was tasked with launching mi-Life, the world’s first mobile life insurance service, in Ghana on behalf of MFS Africa, in conjunction with MTN Ghana and Hollard Insurance.

Challenge

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.

Creative

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.

Results

By highlighting the opportunity for financial services providers in Africa, CCgroup secured briefings with a range of top tier trade, regional and business titles including AFP, Financial Times and Reuters. The announcement resulted in more than 40 items of coverage in total.

As a direct consequence of this PR activity and the resulting industry-wide coverage, MFS Africa received a dozen new business leads from US and Europe as well as closer attention from the investment community.