#MumNotATM: A Mother’s Day kwikmoney campaign

Surprises and smiles were the common denominators among visitors to the popular Lagos mall: Ikeja City Mall at the Mother’s Day celebration. Visitors interacted with an Automated Teller Machine (ATM) styled as a mother with a wrapper and glamorous headgear.

This installation was the climax of kwikmoney’s tactical campaign, aimed at entrenching the instant loan service as the leading provider of micro loans to Nigerians from 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 March 25, 2019. An agency official disclosed that the competition was announced on the March 26, 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 five-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 N1million 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.” Omole said.