Deliverables
Video
Explainer
Report
Website

GSMA reached out to Rooftop to help position mobile money as a cornerstone of global financial inclusion by producing the 2024 State of the Industry Report.

The report, a flagship publication, needed a fresh approach that would reflect the sector’s maturation while keeping the content accessible and visually engaging for global audiences. GSMA’s primary request was for Rooftop to design the report, produce a complementary video, build an engaging digital website experience, and support it all with a targeted social media campaign.

Making complex financial insights accessible across platforms:

GSMA needed to communicate complex financial insights in a way that would resonate with varied stakeholders – from policymakers and regulators to investors and the general public. Rooftop’s challenge was to translate dense research and statistics into visuals and content that would inform and inspire. The work had to respect GSMA’s authority in the industry while making the data fresh and engaging.

Rooftop carefully structured the report to guide readers through complex findings using clear layouts and strategic visuals.

Data storytelling was at the forefront, with infographics and illustrations that highlighted mobile money’s role in economic empowerment and inclusion.

An animated explainer video was produced to bring the report’s findings to life, using motion graphics and curated statistics to emphasise the real-world impact of mobile money. The video served as a digestible and shareable entry point to the more detailed content.

The digital experience was centred around a custom-built website that presented report highlights alongside interactive regional maps, country case studies, and calls to action.

Rooftop crafted bold, visually appealing social assets that spotlighted key findings and drove audiences to the report and website. Messaging was strategically shaped to cater to different platforms and audience segments.

Driving engagement across sectors through creative campaigns and content design

The campaign generated a measurable increase in engagement: website visits rose significantly, and the content sparked conversations among stakeholders in telecommunications, banking, fintech, and government. The GSMA team was thrilled, noting that the campaign succeeded in reaching its goals of visibility, engagement, and thought leadership.

The report and accompanying content continue to be referenced in industry conversations about financial innovation, demonstrating the lasting impact of Rooftop’s strategic creative approach..