As luck would have it, it was Group PI—which stands for People Input—comprising People Input, Dentsu, and Voïce Africa, that worked on the launch of PI-SPI (Plateforme Interopérable du Système de Paiement Instantané), the BCEAO's new payment infrastructure.
Two years of quiet work, an unprecedented regional ambition, and a challenge: to make more than 150 million people understand that a simple click can now break down the barriers between banks, mobile money, and fintechs.
Working with the BCEAO, the dentsu SSA – VOïCE Africa – People Input trio devised and rolled out a 360° campaign to establish PI-SPI as the invisible but crucial infrastructure of everyday life in the eight WAEMU countries.
PI-SPI is the infrastructure that enables money to be sent and received in seconds, 24 hours a day, between banks, microfinance institutions, mobile money wallets, and fintechs in the West African Economic and Monetary Union (UEMOA).
With PI-SPI, there is no longer any need to worry about whether the recipient is with a particular operator or bank, as interoperable transfers become possible, with a direct impact on small businesses, local commerce, family transfers, and financial inclusion.
The BCEAO, traditionally a discreet institution, had to conduct its first public awareness campaign across eight countries for a product that was technical in nature but had a significant social impact.
For two years, dentsu SSA – hub francophone, VOïCE Africa, and people input worked with the BCEAO to develop a communication strategy capable of crossing borders, respecting local specificities, and remaining understandable to a wide variety of audiences (urban, rural, banked, or unbanked).
For them, the challenge is not to talk about payment channels, but to "turn a financial infrastructure topic into a human story" and show how PI-SPI is changing the lives of merchants, transporters, diasporas, and mobile money users.
The initiative was designed as an educational showcase, featuring executives, banking partners, and mobile money stakeholders in a long-form format that gives a voice to stakeholders (banks, fintech companies, merchants, users) and anchors the project in real life rather than in technocratic discourse.
The campaign film was shot in several countries to showcase the diversity of faces, landscapes, and customs, while maintaining a unified graphic and narrative style across the WAEMU region.
Beyond the film, an influence strategy was put in place, drawing on a network of influencers and content creators to raise awareness of PI-SPI on social media, showcasing concrete use cases (transportation payments, sending money to family, everyday purchases).
Each of the three partners had a specific role.
People Input: creation of the PI-SPI brand platform, centralization of information, content hosting, also responsible for streaming key moments (launch, panels) and keeping the initiative alive on an ongoing basis.
dentsu SSA: media expertise (consulting, strategy, media, planning, buying, optimization) to reach a wide audience on TV, radio, billboards, and digital, with pressure tailored to each WAEMU market.
Voïce Africa: creation, storytelling, content production for an accessible and impactful communication campaign, so that everyone can understand and embrace this major innovation.
To watch the film, click here.
Credits
S/O: Serigne BARRO, Fanta Konate LY
Creation: Sidy Mohamed KANDJI, Yoann Kouassi, Ndiaga Diagne, Dobeaud Brice-Adam Gouli, Pacôme Lognon, Papa Salif Keïta Birane, Ndoye Diatta
Strategy: Walid Meijerink, Lou VANIE
Digital: Henri Bentaux, Cheikhna Ahmed Tidjani Ba, Papa Demba Ndiaye
Media: Khadija NIANG, Kalmy Ndiaye, Mohamed Honoré Cissé, Aida Bernadette Ndiaye Elhadji Bara D., Myriam Ramos, Mbomnda Edzoa Onguene, Adama EKOMIAH, Léonard Bikoï
Production: Couro Prod Ibra Almamy Dia