INTRODUCTION

MTN

Background
MTN was established in South Africa in 1994 and quickly expanded operations, now serving 233 million customers in 22 countries in Africa and
the Middle East. MTN is the #1 player in 14 out of the 22 countries in which it operates1. Products and services include voice, data, digital, fintech,
devices, cloud, IoT, managed networks, and infrastructure.

Why we chose MTN

• As we contemplated private sector brands to include in our case study series, we wanted to include a brand that was well known and respected
in Africa, where many of our public sector case studies are based. MTN met this criterion; it is recognized not only as a leading brand in Africa,
but also a leading African brand. Based on an annual brand ranking conducted by African Business Magazine, MTN came in at #8 of the Top 100
most admired brands in Africa (and the only brand in the top 10 that is based in Africa). Similarly, based on Kantar’s Brandz, the largest global
brand equity study, MTN ranks #5 among South African brands.
• We also wanted to include a brand that had a strong presence in several different countries, enabling us to evaluate the degree to which a
successful brand balances consistency and local relevance.

MTN differs from our other case studies in two ways:

• We did not have as much information about MTN’s brand and marketing best practices as we did for our other case studies. Although MTN is
recognized as a leading African brand, there is very little that has been written about its approach to branding and marketing. We reached out to
MTN leaders via LinkedIn but did not receive any responses. However, in comparison to our other case studies, we did find more information on
MTN’s employee strategies, which provide examples of a strong culture focused on customer service and clarity on the brand vision;
• For most of our other case studies, we considered how one specific marketing campaign brought to life each of the five sub-elements of the
campaign strategy best practice; however, for MTN, we noted different examples that demonstrated different campaign strategy concepts. We
found it helpful to use a variety of campaigns to best illustrate the concepts and provide more variety in our case study examples.

1) Gilbert, Paula, “MTN aims for 300m group subscribers by 2020,” Itweb, Aug 07, 2017; 2) “Africa’s Top 100 Brands in 2019 – Global brands dominate Africa,”
African Business Magazine, May 30, 2019
INTRODUCTION

Findings
• MTN stands out for its focus on customer experience. All MTN activities -- investments in technology, innovation, employee training and
development, business evaluation, executive compensation, etc. -- are grounded in MTN’s strategy to provide the “best customer experience.”
This shifts MTN’s focus from technology to the customer. As a result, MTN excels in audience engagement, delight, and overall brand and
campaign resonance.
• MTN is a strong example of an organization that focuses on employees as the most important resource to exceed customer expectations,
deliver results, and bring the brand to life. In the words of MTN’s president, “we are a firm believer that to achieve the best customer experience,
we have to start with our employees having the best employee experience.1” To create this “best employee experience,” MTN made “win
employee hearts and minds” one of its six core strategies, created a center of expertise focused on the employee experience, and measured
employee engagement (through employee NPS (Net Promoter Score), and employee culture survey results).
• MTN is also a great example of a strong overall parent brand that has different marketing executions and campaigns to target different regions
and audiences -- and drive awareness of different products and services. Given MTN’s breadth (presence in over 20 countries in Africa and
the Middle East), depth (products and services that include devices, voice, data, financial services) and markets (consumer, business, and
wholesale), this balance -- between parent brand equity and locally-relevant campaigns and promotions – can be difficult to manage. While we
did not find details on how MTN maintains this balance, we hypothesize that there are at least two enabling factors: (1) a strong overall brand
that is integral to the corporate culture, enabling all employees – not just the marketing team -- to have an understanding of the brand; (2) a CMO
for each country, who presumably has responsibility for driving both business results and brand strength in each region.
• While it may be obvious that a brand is more than a logo, MTN proves this point. Even if the MTN logo were removed from a piece of
communication, it would be obvious that it is from MTN. Through consistent and clever use of color, consistent use of specific language (“y’ello”
and “bright”) and an overall optimistic look and feel, MTN manages to communicate “MTN” without having to show the letters “MTN.”

1) From employee experience to human experience, Global Human Capital Trends, Deloitte, April 11, 2019
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1. IDENTIFY THE AUDIENCE AND BEHAVIOR CHANGE OBJECTIVE

MTN is a private sector company operating in a highly competitive market segment; it is therefore not surprising that we found no
information on their audience. For this reason, we did not score this best practice. The available information describes the company’s
business segments, depicted below. These include: the consumer segment, which serves both rural and urban consumers with a
focus on youth (given the large and growing youth market in countries where MTN operates1); the enterprise segment, which includes
large as well as small-medium enterprises; and the wholesale segment, which serves other telecom and technology companies that
purchase MTN excess capacity.

1
The youth market in MTN countries is forecast to grow by another 50 million within the next few years, MTN Group Limited, Integrated Report for the year ended Dec 31, 2018
MTN INSUFFICIENT DATA

2. UNDERSTAND THE AUDIENCE

MTN describes several initiatives in the company’s 2018 annual report that require in-depth customer understanding (some of these
are highlighted below). However, the specific details about the audience – how they approach audience understanding, what they
know about their audience, etc. -- are not publicly available; for this reason we did not score this best practice.

FROM 2018 ANNUAL REPORT:

HIGHLIGHTS THAT SUGGEST
STRONG AUDIENCE UNDERSTANDING

“…We also have deep

customer insights with local
knowledge and presence: by
understanding customers’
needs we can offer locally
relevant content...”

– Rob Shuter, Group President

and CEO, responding to the
question What makes you
certain MTN can win?

MTN Group Limited, Integrated Report for the year ended Dec 31, 2018
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3. ARTICULATE AN INSIGHT

Similar to the other elements of the Audience Focus best practice, there is no publicly available information on MTN’s audience
research findings or insights. Nonetheless, based on the Company’s belief statement (“we believe everyone deserves the benefits
of a modern, connected life”), we find an insight that underlies the MTN brand. There is tension because we typically think about
connectivity as something that is both advanced and not essential to life (perhaps because the technology is relatively new), but when
we think about what connectivity does – it connects people to each other and to information – we realize that is among the most basic
of human needs. It is true, but only obvious once we realize this; it is something that needs to be made clear. It strikes an emotional
chord because it represents basic human needs and also hints at the essence of humanity (the joy of connecting with each other, with
accessing information to achieve our potential). And finally, it inspires the audience to think or feel differently about connectivity; yes,
like food, water, and shelter, it is a basic human need!

INSIGHT:

When we think about the world’s poor, we think about the lack
of basic human needs like clean water, food, and shelter. But
connectivity – both with other people and with information – is
also a basic human need.

BAM360 team criteria for an audience insight

It has tension It is true but not It strikes an It inspires the
obvious emotional audience to
chord think or feel
differently
Yes Yes Yes Yes
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4. DEFINE THE BRAND VISION – CLARITY & RESONANCE

MTN’s vision – to lead a bold, new digital world to make customers’ lives brighter – is clear and highly relevant. Making lives brighter is
aspirational for employees, stakeholders, and customers alike.

“MTN’s Bernice Samuels Interviewed by African Business,” May 27, 2019

MTN EXCELLENT

5. DEVELOP THE BRAND IDENTITY

Through use of color, language, and tone of voice, MTN’s identity is unmistakable. It is Y’ello and bright. It is optimistic, welcoming,
clever – and disruptive.

Distinctive: It is not only the bright yellow color that makes MTN stand out, Reflects brand vision: The consistent and bold use of yellow, optimistic,
but also the way MTN uses the color. It’s not just the color of the logo, but it’s welcome tone of voice, and depiction of joyful activities work together to
incorporated into all communication elements. Similarly, the word “y’ello” visually express MTN’s vision of making its customers’ lives brighter.
and tagline “everywhere you go” are distinctive and clearly belong to MTN.

Has a Personality: Executed consistently: Despite MTN’s wide range of products and
MTN’s personality services for both individual and business customers in over 20 countries,
is warm, optimistic, MTN communications are always clearly from MTN. The brand assets are
approachable, and flexible enough to allow for local adaptation and different product and
welcoming. MTN customer segments, while being strong enough to hold everything together
seems to exist. in one overall look and feel.
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6. COMMUNICATE A BENEFIT

MTN South Africa Campaign – Brighter Side: The benefit of the “Brighter Side / Mic Drop” campaign is the ability to experience a
gaming world where everything is possible, thanks to MTN technology and connectivity. The benefit is clear; the campaign features a
fantasy-world video that blends complex video animation with everyday life; as a leader in ICT services, with the largest coverage and
fastest speed, it is believable that MTN could provide high quality connectivity; and the benefit resonates with a youthful audience
immersed in digital connectivity and entertainment.

PLAY

“In today’s digital world, the needs of customers are continuously evolving and, therefore, brands also need to adapt to remain
relevant and on the pulse of cultural, social and digital developments.“ Jacqui O’Sullivan, executive for corporate affairs, MTN SA1

1) “TBWA/Hunt Lascaris launches iconic MTN brand campaign,” BIZCOMMUNITY, Nov 28, 2018
MTN GOOD

7. TOUCH THE HEART, OPEN THE MIND

MTN South Africa Campaign – Brighter Side: The campaign touches the heart by humorously blending real life with virtual reality,
highlighting a well-known scene whereby the main character’s mother interrupts his gaming to tell him that dinner is ready. His
response, “I’m busy, I’ll call you back” is accompanied by sympathetic chuckles from the action figures. Otherwise, while the spot
dazzles and delights with computer generated imagery, action, music, and even an MTN emoji, it may not inspire the audience to think
or feel differently.

PLAY
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8. SELECT THE RIGHT MARKETING VEHICLES AND ENSURE MESSAGE CONTINUITY

MTN Nigeria Campaign – #Maninthebox (Targeting Small- and Medium-Size Enterprise Business Owners): MTN has strong
marketing continuity; as a leading telecommunications brand that must maintain top-of-mind relevance, MTN consistently uses both
promotional and brand advertising. While MTN uses traditional marketing vehicles to reach its audience, the company also uses
innovative marketing vehicles. For example, the #Maninthebox campaign uses a live billboard alongside a high-traffic highway – it is a
marketing vehicle that is uniquely suited to reach the audience and communicate the desired message.

Background: While MTN was well known for its commercial and retail business, many MSMEs (micro, small- and medium-sized
enterprises) didn’t think of MTN for their business needs.

Communication Objective: Convince MSMEs that MTN understands their needs and is committed to supporting their business
growth.

Execution: Live billboard along a high traffic commuter highway that not only “told” the message that MTN understands and supports
its small business customers, but “demonstrated” the message as well.

Phase 1: For three days, a man worked Phase 2: The big reveal -- MTN unveils Phase 3: MTN demonstrated their
around the clock in an unbranded “office” in a that it is the #Maninthebox, suggesting commitment to supporting MSMEs by
billboard, inspiring curiosity, buzz, and social that MTN understands its customers’ showcasing 7 businesses in the MTN
media conversations about the man. needs and works around the clock to office box for 24 hours each. Participating
serve them. MSMEs raved about the experience and
the increased exposure.
AwesomeCom, “MTN’s Man in the Box: The Untold Story,” Brand Communicator, July 27, 2018.
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9. DELIGHT THE AUDIENCE

MTN – Overall Brand: Given MTN’s strategy to deliver the best customer service, it’s no surprise that there are numerous ways
in which the company delights the audience – including exceptional customer service and service delivery to cultural events and
community outreach.

Customer Service Service Delivery

MTN launched a 1st of MTN uses analytics to proactively identify customer issues,
its kind – a WhatsApp reach out to customers to acknowledge the issue, and
channel for customer implement a personalized solution.2
service, making service
questions easier and
more fun by putting
customer service on a
platform the audience
is already using (50% of
mobile subscribers use
What’s App)1

Cultural Events Community Outreach

MTN sponsors important Season of Surprises. For 3 weeks each holiday season, MTN
cultural events in the arts employees surprise individuals and communities throughout
and sports. The Joyous Nigeria with gifts4.
Celebration, a gospel
choir formed in 1994 to
celebrate South Africa’s
transition to democracy,
is among South Africa’s
most successful choirs
and has been sponsored
by MTN for over 12 years3.

1) Shapshak, Toby, “MTN launches ‘World-First’ Airtime Top-Up Through WhatsApp,” Forbes, March 26, 2019; 2) “MTN Nigeria Takes Customer Experience to
New Levels” Africa.com, July 2018; 3); MTN.co.za; 4) Popoola, Feyisayo, “MTN Nigeria concludes 2018 Season of Surprises,” Punch, Jan 14, 2019
MTN EXCELLENT

10. INSPIRE AUDIENCE ENGAGEMENT

MTN – Overall Brand: Examples of audience engagement include content that is so relevant that it inspires people to talk about it;
marketing activations that prompt engagement; and outreach to educate and add value to customers’ lives.

Content that inspires engagement Engagement through Engagement through

MTN’s advertising content is highly marketing activations community outreach
relevant and engaging. As an example: In addition to MTN’s major campaigns and MTN organizes a variety of outreach and
when a Nigerian media influencer was promotions, the country team executes educational events, including hackathons,
inspired (or sponsored by MTN) to create culturally relevant promotions, such as digital marketing workshops, and
a Twitter thread about his 10 favorite MTN MTN Nigeria’s Valentine’s campaign, training in information, technology, and
ads from the past 20 years, thousands of which encouraged shoppers to download communications. The photo below is from
Nigerians joined the conversation1. the My MTNApp, scan the QR code worn a digital marketing outreach, aimed to
by brand ambassadors, and instantly win help small business owners learn how to
Valentine’s Day gifts for two2. use Facebook to grow their business3.

1) Aniym, Humphrey, “How Old MTN Ads Blew Up Naija Twitter Yesterday Night,” The Net, Aug 9, 2019; 2) “#MTNLovebox: MTN rewards customers with heart-shaped QR codes,”
Newsecho.ng, Feb 2019; 3) MTN trains SME owners in Lagos on Facebook digital marketing, The Daily Trust, Sept 2019.
MTN

11. TEST MESSAGE EFFECTIVENESS

No available data. Best practice not evaluated.

MTN

12. EVALUATE PROGRAM RESULTS

No available data. Best practice not evaluated.

MTN

13. MEASURE BRAND PERFORMANCE

No available data. Best practice not evaluated.

MTN

14. EVALUATE MARKETING VEHICLE EFFECTIVENESS

No available data. Best practice not evaluated.

MTN

15. ORGANIZATIONAL STRUCTURE // 16. PROCESS & DECISION-MAKING // 17. PEOPLE & CAPACITY // 18. REWARDS & INCENTIVES

ELEMENT DESCRIPTION
Organizational Structure The MTN governance structure includes a group board, executive committee, and leadership
committee for each of the 5 MTN-owned business units.  Business units are in two priority
countries (South Africa, Nigeria) and three regions (SEAGHA (Ghana, Uganda, Rwanda, etc.),
WECA (Cameroon, Ivory Coast, Benin, etc.) and MENA (Syria, Yemen, Sudan, etc.)).1
Process & Decision-making Insufficient Information
People & Capacity MTN is a best-in-class example of a company that inspires employee engagement, invests in
employee development, and manages brand and marketing decisions at the highest levels of the
organization.

Employee engagement: with the belief that the best customer experience can only be delivered
through the best employee experience, MTN created the “EX Strategy” (employee experience
strategy) with three focus areas: performance management with care and empathy; experiential
onboarding for new employees; and agile learning.2

Employee development: In 2018 MTN spent 270M Rand (~18M USD) on employee training (~$1K /
employee).

Brand and Marketing decision-making: Responsibility for achieving “best customer experience”
(measured by NPS and brand health index1) rests with the chief operating officer as well as the
CEO of each geographic business unit. A Chief Marketing Officer is on the leadership team of each
geographic business unit, providing oversight for marketing strategy and execution.

Rewards & Incentives As outlined in the company’s 2018 Annual Report, The BRIGHT operational strategy (“the compass
for all employees”) outlines MTN’s priorities, KPIs, and the specific executives accountable for
each element. Executive compensation is tied to the KPIs for which they have responsibility. The
strategy includes six pillars (Best Customer Experience, Returns and Efficiency, Ignite Commercial
Performance, Growth through Data and Digital, Hearts and Minds, Technology Excellence)3.

1) MTN Group Integrated Report for the year ended Dec 31, 2018; MTN Leadership; 2) From employee experience to human experience,
Global Human Capital Trends, Deloitte, April 11, 2019; 3) MTN Group Integrated Report for the year ended Dec 31, 2018