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Beera Muloodi

Sunday 20th March 2011


For the 25 years of its existence, Centenary Bank, a leading microfinance and commercial bank in Uganda, had an objective of growing their deposits within a specific period of time. We were given a task to mobilize the required billions while at the same time ensuring that there was some emotional connection between the brand and the target.


Due to similar challenges faced by Centenary Bank and its competitors at that time, various banks were aggressively activating deposit mobilization campaigns. Add to that, other market players, primarily in the beverage and telecommunications sector were also running sales promotions. How could Centenary Bank’s promotion, code-named Beera Muloodi, stand out from the crowd and deliver on the bank’s commercial objectives?

Our approach

To enable Beera Muloodi deliver optimum impact in the market and thereby achieve the promotion goal, it was important for us to firstly take an in-depth look into the brand’s previous media thrust. We took a number of considerations such as who did we want to talk to, where they were and also sought to understand how we could overcome the barriers faced on the media landscape at the time. We then used this information to develop a strategy on how to best reach this target within the given time, at a reasonable budget.


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