Is MTN truly enriching Nigerian lives?

Though industry watchers often argue that nothing short of the bid to retain its prime position in Nigeria’s fast growing telecommunications sector, consistently drives MTN Nigeria’s innovative marketing output. Leading members of the marketing team at the telecommunications company have always differed by constantly reiterating that the MTN brand is more concerned with delivering benefits that will enrich the individual lives of every Nigerian than can use a phone line.

Beyond doubt, MTN through its sponsorship of the 2010 World Cup, was able to  connect with the deep rooted passion of football fans across Nigeria, through the World Cup Fan parks set up all around Nigeria to deliver the exciting pleasures of the World Cup live to millions of Nigerians here in Nigeria. In addition, MTN sponsored one hundred subscribers on its network to watch the 2010 FIFA World Cup matches. The sponsorship package included flights, accommodation, match tickets and local transportation.

Beneficiary of MTN Scholarship Scheme

Interestingly, the romance of MTN with football is not limited to the World Cup, a once in four year football event. A resourceful and dynamic brand, MTN’s support spans continental football events such as the African Cup of Nations, and the Confederation of African Football (CAF) League, where it seeks to create enduring connection with avid football fans across the continent by supporting their passion for the game on the home turf.

Defunct Lagos International Half Marathon boosted by MTN

For three consecutive years, MTN has also been the title sponsor of Project Fame, an international talent hunt which creates the opportunity of a lifetime for eighteen young and naturally gifted individuals to become music superstars. These lucky eighteen hopefuls were chosen from a round of auditions and taken to the Performance Academy where they will live throughout the duration of MTN Project Fame competition. They will be trained and coached into becoming music professionals by members of the Faculty. The Faculty is a group of music professionals whose main responsibility is to teach and train the contestants.

This year, the winner of MTN Project Fame will go home with a recording contract, N2.5m cash price and a brand new Toyota RAV4. The 1st runner up will get N1.5m and a Toyota Corolla while the 2nd runner goes home with N1m and a Toyota Yaris. In addition, the top 6 contestants will work with a leading music producer on their own compositions and release a group song.

If the MTN Project Fame is popular, then Who Wants to Be a Millionaire also an MTN initiative is a runaway success. First aired in Nigeria in October 2004, the general knowledge television quiz is making fans of out of the old and young across socio-cultural divide on a daily basis. Its ten million Naira top prize money is the highest prize of any game show in Nigeria and the show itself ranks amongst the most watched shows in Nigeria with a viewer-ship base of close to 50million.

Beneficiaries of MTNF Medical Intervention Scheme

In its sixth year on national television, Who Wants to Be a Millionaire has evolved into one of the primary sources of wholesome family entertainment in the country, going ahead to win the best Television programme in Nigeria for the year 2006. Over seventy million Naira has been won as prize money since its debut on local television.

Far more significant is MTN ’s investment in social programmes like housing, health annd education under the auspices of the MTN Foundation, through which the lives of Nigerians in their thousands is positively impacted on continuous basis through philanthropic and infrastructural interventions. 

Indeed, no other corporate concern has enriched the lives of Nigerians as much as MTN has done in terms of healthcare .

Truly, MTN is enriching lives, and Nigerians who are not even its subscribers have benefited tremendously from this value proposition distilled from its brand essence especially through its CSR initiatives.