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How FNB executed a Gamified USSD campaign to measure & evaluate face-face workshops

FNB aimed to host numerous Face-to-Face Financial Literacy outreach workshops nationally in their aim to impact consumer education around key financial literacy topics. These topics covered Saving, Investing, Credit/Debt, and Budgeting. The FNB team struggled to accurately measure the retention of the workshop knowledge and the behavioural changes that the workshops enacted. Apex proposed a free-to-use USSD channel for workshop attendees to reinforce their learnings after the workshops had been conducted with an instant airtime reward as an incentive to complete the USSD questionnaire. This solution enabled FNB to accurately measure and evaluate the effectiveness of its financial literacy workshop programme.

Objectives

  1. Reward Financial Literacy workshop participants

  2. Clearly measure & evaluate the effectiveness of financial literacy workshops

  3. Build detailed profiles of workshop attendees

Participant Journey

  1. Participant attends weekly FNB workshops and provides their mobile number to register

  2. Apex rewards participants for attending workshops

  3. After the workshop, the participant receives SMS with a call-to-action to engage with free USSD financial literacy quizzes

  4. Steps 1-3 repeated for all 5 workshops

Results

+
Participant Engagements
%
Workshop to USSD Conversion
Unique Participants
+
Participants Profiled
Winners Rewarded
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