Airtel Nigeria is one of Africa’s leading telecommunications companies with millions of subscribers nationwide. As part of its broader financial inclusion strategy, Airtel sought to expand the reach and adoption of its mobile money and wallet services across Northern Nigeria through its MMASD initiative.
The project required a reliable activation partner capable of managing large-scale field operations across multiple Northern states. The objective was to increase wallet acquisition, improve customer onboarding, strengthen retail execution, and deepen financial service penetration in underserved communities.
CPPL developed a comprehensive micromarketing and customer acquisition strategy focused on grassroots engagement, market penetration, and assisted onboarding. We recruited, trained, and deployed 168 Field Activation Executives across 18 Northern states, supported by supervisors and operational coordinators. The strategy combined market storms, retailer engagement, community outreach, financial literacy conversations, and customer onboarding support.
Field teams operated across high-traffic markets, retail clusters, transportation hubs, and commercial centers. Daily reporting systems, KPI tracking, incentive-based supervision, and structured field communication ensured operational consistency and performance accountability. CPPL also implemented performance sprints and rapid response systems to resolve operational bottlenecks and maintain campaign momentum.
The campaign accelerated wallet creation, strengthened Airtel’s retail execution capability, and improved customer acquisition performance across target states. The project contributed significantly to Airtel’s financial service visibility and adoption efforts while increasing brand engagement within local communities.
Strong operational coordination, local market understanding, structured field supervision, rapid deployment capability, and data-driven performance management were key drivers of campaign success.
