When Uganda Telecom launched MegaBonus and a promotion that doubled airtime, the challenge wasn’t explaining the offer. The challenge was making people feel the value of having more minutes to talk.

The answer was sitting in plain sight: Anne Kansiime.

Few personalities in Uganda are as instantly recognisable for their wit, energy, and ability to keep a conversation going. If the product promise was more talk time, Anne became the perfect embodiment of that idea.

The campaign leaned into her public persona through a pair of comedy-driven executions.