The Back to School Commercial campaign runs this year from 1st June to 30th October and it’s a highlight of our commercial action plan. This is the 12th edition and all the Banks of the BOA network are involved, more than 500 branches in 2 zones and 5 categories.

A lot of new features this year: product formatting, dedicated IT tool, money available in 48H. In addition to the usual communication in each country, a radio spot is broadcasted on Radio France Internationale, very well-known radio in French speaking African countries.

The radio campaign is in 2 times – 2 weeks now and 2 weeks end of August / beginning of September – and is starting today, 23th of July. The time slot is the best one, 6.59 am and 6.29 pm, just before Africa news. The broadcast is all over the RFI African network.