Barclays Africa: A text from the bank before you run into money troubles

Agency: Barclays Africa

Next generation banking needs proactive and predictive measures that identify and work to resolve threats to customers before they materialise. Predictive customer analytics can power the use of personalised and targeted intelligence and interactive SMS to address issues before they occur.


The campaign used predictive analytics to find customers who would benefit from technology to find and resolve potential threats.

Data-driven strategies and decision making were used to identify customers based on one-to-one behaviour so that messages were personalised.

Social media was a core channel, but the campaign focused on interactive SMS. Customers preferred this and they engaged via SMS, and could connect with a bank agent instantly.