The Story of Bosco

Our payment partners MTN needed to create new relevance for Mobile Money after a controversial tax impeded use of the financial platform. Working together with them and TBWA, we launched The Story of Bosco, a character driven campaign with a comic, archetypal fish-out-of-water protagonist, discovering novel uses for Mobile Money to the backdrop of a traditional music theme song. The character and music swept the nation, with Bosco’s likening to the Ugandan President the source of a viral content explosion.