Traditional demographic segmentation is dead. Welcome to the era of predictive behavioural personas – where a 19-year-old village vlogger in DRC has more in common with a 25-year-old Lagos DJ than either does with their geographic or age cohort. This campaign showcases how Signal+ cracked three diverse African markets simultaneously by understanding attitudes, behaviours, and cultural connections rather than just age, income, and location.The client required that the translated text be laid alongside the original text in Excel so the survey scripter could easily use it for quality reviews.