Industry
Service
The Challenge
We went straight to what Ghanaian audiences respond to best: drama and comedy that feels real. We developed a concept built on a high-dose of relatable, witty storytelling, where the product benefit, the ease of mobile banking, came through the narrative rather than being announced over it. We managed the entire production process, casting the right voices, directing the studio session and supervising the editing through to final delivery. We also adapted the ad into three local Ghanaian languages, ensuring the energy and humour translated without losing anything in the process.
What SMC Did
We went straight to what Ghanaian audiences respond to best: drama and comedy that feels real. We developed a concept built on a high-dose of relatable, witty storytelling, where the product benefit, the ease of mobile banking, came through the narrative rather than being announced over it. We managed the entire production process, casting the right voices, directing the studio session and supervising the editing through to final delivery. We also adapted the ad into three local Ghanaian languages, ensuring the energy and humour translated without losing anything in the process.
The Results
The ad did exactly what it was made to do. It stood out, got noticed and got results. It went on to win a Pitcher Award (Bronze) in 2021, one of the most coveted creative awards in the sub-region. The Bank commissioned SMC to produce three more radio commercials that same year, all playing in the same drama-led territory that had become CalBank’s signature on air. The ads even drew unsolicited praise on social media, with listeners tweeting about them unprompted.
