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 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 behavior across the global banking industry, and TLC has consistently proven its performance in this complex space.

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

The TLC Approach

We designed and launched the My Rewards campaign – a high-impact program rewarding customers for completing ten monthly card swipes. The mechanics were intentionally simple and transparent, encouraging consistent behavior every month.

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

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