Zedvance
WHAT WE DID
Radio
7K+
commuters reached
4.5K+
leads generated
Overview
Zedvance is a leading consumer finance company dedicated to delivering quick and convenient loans to Nigerians. In 2020, the brand partnered with Media Pool to launch the award-winning campaign #ARelationshipThatPays, which earned industry recognition for its innovation.
Challenge
Despite strong brand equity, Zedvance needed to reinforce top-of-mind awareness (TOMA) and drive immediate adoption of the MoneyPal app among Nigeria’s lower-income segment. This demographic, although digitally inclined, still required repeated exposure and compelling messaging to take action.
The challenge was twofold: increase app downloads and loan signups within a short period, while improving usage of the USSD channel and shifting perception of Zedvance from a lender to a loyal, everyday financial partner.
Solution
Media Pool developed an emotionally resonant campaign themed “Your Friend In Need”, rooted in the insight that “a friend in need is a friend indeed.” The goal was to position Zedvance as that dependable friend who shows up when life gets tough, whether you’re planning a wedding, renovating your home, or covering tuition fees.
The campaign kicked off with a teaser, “NaFriendBeDat?”, followed by a full creative rollout featuring original music, influencer-led storytelling, and multi-channel amplification designed to drive engagement and conversion.
execution
Media Pool led the creative and media execution with a 360° strategy that blended cultural nuance, platform-specific storytelling, and wide-reaching visibility. The campaign opened with the NaFriendBeDat? teaser across social media, building buzz organically and sparking anticipation for what was to come.
At launch, Media Pool introduced a custom theme song that became the campaign’s heartbeat, shared across platforms and used in influencer content, radio hypes, and branded materials. Influencer collaborations were carefully selected based on regional appeal.
Offline, Media Pool secured mass exposure by deploying over 10 fully branded BRT buses across Lagos, complemented by lamp pole placements in 6 key cities— 3 in the North, 3 in the South. Top OAPs were engaged for radio hypes and branded time checks, ensuring daily brand recall during peak listening hours.
RESULT
34%
increase in loan sales
15%
growth in new customers
57K+
mobile app downloads, surpassing the target by 14%
The campaign trended organically on Twitter twice and earned recognition as the
Most Innovative Campaign at the Fintech Communications Awards.
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