New MTN campaign takes viewers on journey to bold new digital world
INDUSTRY
By BiztechAfrica – Sept. 16, 2013, 7:05 a.m.
MTN has launched an exciting new global brand campaign which gives people a nostalgic and aspirational feel about the impact of mobile telephony and technology in our daily lives.
The campaign is in line with the operator’s new vision ‘to lead the delivery of a bold new digital world to our customers’.
The campaign, through audio-visual and print commercials, innovatively traces the evolution of the wallet and the book. From the leather draw-string purse of the late 1600s, and the scrolls of 2400BC, the campaign tells the story of how both items, through technology, have morphed into a sim card and a mobile device.
“The campaign is our way of communicating how, through the evolution of the MTN sim card, peoples’ lives have become simpler and more convenient. Today, the sim card gives you more than just voice and data; you can do your financial transactions and read your books at any time, from your mobile phone,” says Jennifer Forrester, Executive for Group Marketing at MTN.
The television commercials will be broadcast on terrestrial and satellite TV across MTN’s 22 markets in Africa and the Middle East from this month.
The campaign also gives viewers a glimpse of what a bold, new digital world, as promised by MTN, might look like for customers in the near future.
For its part, MTN has invested significantly in the past 20 years to give customers the convenience of doing a variety of transactions from anywhere, via their mobile devices. Using the MTN sim card, from wherever they are, customers now have access to innovative solutions such as MTN Mobile Money and other m-services, some of which enable them to share in the growth of local economies.
“As the world moves towards convenience, this is another way in which we are reminding our customers that MTN is at the forefront of this change. We are leading this delivery of a bold new digital world to our customers in line with our desire to offer them a distinct customer experience across our touch points,” adds Forrester.
MTN customers are already enjoying the benefits of the company’s new vision.
Enterprise customers across Africa can now access MTN’s Global Multiprotocol Label Switching Virtual Private Network (Global MPLS VPN), which connects key network Point-of-Presence in South Africa, Kenya, Nigeria, Djibouti, Tanzania and the United Kingdom.
On the consumer front, MTN Mobile Money continues to bring convenience to the lives of many people, across villages and cities. In addition to offering users the ability to make financial transactions and pay utility bills, MTN recently announced that customers in Cameroon will now be able to pay university fees using MTN Mobile Money. In Uganda, customers are already using the service to pay school fees and purchase airline tickets. The service has been well received in the South African market, attracting one million accounts and processing more than R1 billion in transactions in just nine months.
In an effort to add a touch of distinct customer experience, MTN Nigeria recently partnered with Jumia, an online retail store. The partnership gives customers who purchase internet enabled phones from Jumia, free access to the digital world for six months.
“We are continually looking at ways to make our customers’ lives a whole lot brighter. Through this campaign, our customers will get to see just how bright the future could potentially get with the MTN sim card in their mobile devices,” adds Forrester.
The communities across the 22 countries where MTN operates are at the heart of the company’s plans to bring convenience to its markets. Accordingly, to mark its 200 millionth customer milestone, MTN recently announced a bold R200 million initiative to improve the quality of education across its markets in Africa and the Middle East over the next two years. This initiative will be primarily driven through the use of technology to improve the standard of education.
