AFRICAN BANK: “IT PAYS TO BANK WITH US”

The Challenge

With the rollout of a refreshed digital banking platform, African Bank wanted to accelerate customer adoption and encourage more frequent account usage.

Having already seen strong results from two prior TLC campaigns, the challenge was to sustain momentum and deliver another initiative that exceeded previous performance.

Why TLC

African Bank chose TLC because reward-led engagement has become a powerful driver of behaviour across the global banking industry, and TLC has consistently proven its performance in this complex space.

After two successful campaigns, the bank trusted TLC’s expertise in crafting compelling programmes that resonate with customers and support digital goals. They valued TLC’s full-service support, stand-out creativity, and deep operational knowledge, with teams that continually go above and beyond, respond quickly, and are always available when needed. TLC’s agility and collaborative way of working meant the programme could evolve seamlessly, ensuring sustained relevance and strong engagement throughout.

The TLC Approach

TLC designed and launched the My Rewards campaign, a high-impact programme rewarding customers for completing ten monthly card swipes. The mechanics were intentionally simple and transparent, encouraging consistent behaviour month after month.

Rewards were selected to mirror customers’ everyday needs – including data bundles, Uber Rides and Uber Eats, groceries, electricity vouchers, learning access through Knowledge Door, and Nu Metro movie tickets. This variety ensured broad appeal, making the programme feel genuinely rewarding and strongly aligned to African Bank’s customer value proposition.

The ongoing performance of the campaign demonstrated that when a relevant reward mix is paired with a clear offer, customer behaviour shifts rapidly and universally.