• Press Release
  • 3 Min Read

Upstream powers MTN’s FIFA World Cup™ themed mobile marketing campaigns in West Africa

London, UK— July 14 2010—Upstream is completing a series of successful localized mobile marketing campaigns across West Africa for MTN, as part of the Group’s official FIFA World Cup sponsorship activities.

Upstream worked with MTN to create large-scale Mega Promotions for three of the group’s West African markets – Nigeria, Ghana and Benin. The campaigns, which were timed to leverage the build up to the World Cup, were all launched at highly publicized events in April. With World Cup activities ending and the campaigns drawing to a close, results reveal an overwhelming response from users, boosting ARPU and generating a high level of excitement from MTN customers in each country after creating instant big winners.

Though launched simultaneously, the three campaigns were carefully constructed to fit unique consumer behaviour and demographics in each of the three countries. This demonstrates the ability of Upstream’s sophisticated mobile marketing communications suite to deliver optimized, relevant, communications that engage and create positive and profitable interactions with every one of MTN’s participating customers.

“Mobile operators like MTN do not want a cookie-cutter approach to how they market to their customer base, particularly for significant regional campaigns such as MTN’s World Cup promotions, but they also want low risk solutions. For MTN, Upstream produced sophisticated CRM campaigns which have enabled them to deliver strongly branded and aligned competitions that were nimble enough to support their massive Africa-wide World Cup series of activities”, said Nikos Moraitakis, VP Business Development at Upstream.

 “We were amazed at how effortlessly Upstream grasped the needs and preferences of our subscriber base and formulated a customized promotion strategy. The MTN Benin – Upstream partnership was a great commercial success and we look forward to more profitable projects in the future”, said Harriet Muchu, Chief Marketing Officer of MTN Benin.

Launched in 1994, MTN Group is a multinational telecommunications provider, with its core operations in 21 countries in Africa and the Middle East. Click here to read more about the MTN mobile campaigns.

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