MTN NIGERIA - EVOLVING A STRATEGY FOR THE MTN YOUTH MARKET SEGMENT

Tactic

Insights indicated clearly that the youth movement was now attracted to counter-culture heroes not mainstream role models and loved blow-out humor with fluid twists. Our approach was to recreate consumer journeys within value chain analytics frameworks. We decided to target youth engagement & experiential spaces and in the process created a youth pop culture/ sub–culture powered campaign that

featured a counter culture pop icon leading the resurgence of the Pulse movement and annihilating every other movement in the process. We initiated the curation of mobile youth-based platforms and market offerings that targeted youth across the musical spectrum. This was based on data that would drive the bold new digital world in Africa coordinating with media time slots with preferred data free zones.

Outcome

As a consequence, we generated massive awareness and engagement across social media which drove data numbers up by 10% and uptake in smartphones ownership/usage by 5% leading to sold out soundtracks and ringtones making MTN the leader in the sector.