Pesa hustles its way to Campaign of the Month victory

Every so often, an ad comes along that reminds us why billboards still work so well. This month, we’re celebrating Pesa’s billboard campaign for their UK-to-Ghana money transfer service, which earned them November’s Campaign of the Month title.

Let’s break down what makes this billboard campaign effective:

1) You can read and understand it in seconds

Let’s start with the basics. This billboard is incredibly easy to read and when you’ve got mere seconds to capture attention from passing traffic, this kind of clarity isn’t just nice to have, it’s essential.

The bold diagonal split between the dark left side and the bright photo on the right creates a clean, simple layout. The white and blue text stands out brilliantly against the dark background, so your eye knows exactly where to look: logo, headline, download buttons. Job done.

2) Its words are worth remembering

“You hustle to earn. Don’t hassle to send.” In just eight words, Pesa has written a headline you’ll remember. The rhyme helps it lodge in your brain, but more importantly, the message speaks to real life. It recognises that earning money takes graft and promises that sending it abroad shouldn’t be another struggle.

No confusing finance jargon, no over-the-top claims, just a simple idea that rings true and people can relate to, building an emotional connection.

3) It sells a feeling, not just a service

Here’s what really makes this campaign clever: the woman in the photo isn’t stressed or worried about money. She’s smiling, relaxed, just going about her day. This is aspirational advertising at its finest.

Pesa isn’t really selling an app here, rather they’re selling peace of mind, confidence and the feeling of one less thing to worry about, gaining back precious time to your day. For anyone who’s experienced the headache of sending money abroad, that promise of ease and confidence hits home.

4) It quietly builds trust

There’s one small detail at the bottom that’s easy to miss but speaks volumes: the line confirming Pesa is authorised by the Financial Conduct Authority.

In a sector where trust is vital, showing you’re regulated makes a big difference. It’s a quiet way of saying “we’re legitimate, and your money is safe with us” providing reassurance to their customers.

The bottom line

Pesa’s billboard works because it treats its audience with respect. It understands their lives, speaks their language and promises to make something difficult feel easy.

That’s not just good advertising, it’s good business.

Are you ready to start your advertising campaign?

Don’t hesitate to schedule a call with us or email sales@billboardmedia.co.uk if you think you have what it takes…

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