Background

TNS research report showed low score on MTN’s brand love as against its footprint

Agency Task

  • Create an awareness using media touchpoints
  • Drive brand affinity among MTN subscribers

Solution

  • Agency instigated ‘Moments of Surprises’ by leveraging MTN Brand Ambassadors
  • Free bus rides, Give aways on MTN branded buses, Connect Stores & on National TV
  • Real time amplification via media

Result

  • Increase in subscriber base and usage on the network within 10 days of campaign
  • Increased WOM and national talk-ability
  • Favorable perception of MTN exit campaign quarter (Q4 2014)