The Brief
Moniepoint MFB set out to deepen engagement with students and young adults through the Monieball 5-A-Side Football Tournament. The objective was to build strong brand affinity & customer acquisition across selected Nigerian universities. and drive customer acquisition by onboarding new users directly during the activation period.
Exposé’s Plan
We developed an integrated activation strategy built around the brand’s target touch point- sports , community & entertainment. The execution was divided into two key components:
1. Monieball Village and Roadshow Activation
A five day campus roadshow was deployed across eight universities to create awareness, generate excitement, and onboard students directly.
Dedicated teams moved from campus to campus, engaging students through brand conversations, giveaways, and assisted account registration.
2. 5-A-Side Football Tournament Experience
A competitive football tournament was staged across selected campuses and culminated in a grand finale at the University of Lagos Stadium. The event featured pitch branding, Monieball Village setups, entertainment, and live engagement zones designed to convert spectators into participants. To further boost excitement and turnout, the grand finale was supported by a live performance from Magixx, who delivered a high-energy set at the 2025 Monieball Finals, reinforcing the fusion of sport, music, and youth culture. This structure ensured that Moniepoint was not just visible but physically experienced within student communities.
The Result
Across the activation period, the campaign achieved 4,060 customer onboardings, representing 68 percent overall performance.The tournament onboarding team achieved 96 percent of its target, showing strong conversion driven by event day excitement and crowd turnout. Overall participant feedback showed high satisfaction with the experience and brand interaction.
The campaign successfully positioned Moniepoint as an active presence within student communities while proving the effectiveness of experiential marketing in driving real customer acquisition.
