MTN: The Year of a better me.
Jan 2015 22

I had like 10 emotions run through when I saw this. Are these guys joking? Is this for real? What’s marketing turning into?

Then I calm down and see that, really… What do people want?
And I have my answer there: What MTN is giving.
So Nigeria is a very religious country, and at the start of every new year, while resolutions are being made, churches give prophecies in form of phrases which their members latch on to for the rest of the year. Some even name kids born that year a variant of the phrase.
And that’s what MTN tapped into, the culture of people needing what to believe in for the rest of the year.
Best part was them supporting it with an app that helps you be more efficient as it has a to-do list and all sorts.
In the end, Consumer culture wins