Brand MTN's Youthfulness and Y'Hello TV
Since its inception in Nigeria on May 16, 2001, MTN has portrayed the brand as one for the young-at-heart, going by its various advertising campaigns and events. Tunmise Adekunle writes on one of the MTN brand platforms, Y'Hello TV
MTN as a brand debuted in Nigeria in 2001, having been in South Africa as a 10-year old multinational brand that is black empowerment driven . The brand chaired by South African black activist, Cyril Kamaphosa is from all indication an aspiring African super brand, which the latest information which pronounced the brand as the leading telecommunication brand has confirmed. Its activities in Nigeria within its short period of presence says more than just a telephone network.
The brand has through its various advertising campaigns continued to portray itself as a brand that is for the youth- at- heart. Aside from succesfully achieving the perception of being seen as a brand that promotes friendship and fun . The various events put together by this MTN brand also says more. It has engaged in the extra-ordinary use of sports and music to advocate the brand essence . Music has obviously been researched by the brand as the leading platform for creating the MTN brand values.
The Y'Hello Fest which was held thrice last year amidst mammoth crowd, was put in place as live music concert . One cannot but say that MTN addresses the desires of the MTN brand loyalist. Going by the Oceanview show, the young- at -heart really had fun.
Also, the Y'Hello top ten phone-in programme which is an on-going as a music chat show on seven radio stations in Nigeria which debuted on Cool FM, Lagos says more. Traffic to the programme has been wonderful as the the young- at- heart on weekly basis choose their top ten music for the week.
The MTN Play and Go has not only achieved youthfulness, but it has succeded in building Nigerian young music stars. It is a compilation of artists that featured in the top ten with one or two evergreen music stars . The compilation which goes on compact disk are distributed as complimentaries on MTN promotional programmes to the public. This in turn internationalise these artist, thereby creating stardom for them.
MTN intensified its youthful nature with the last year's introduction of the Y'hello TV which was aired on Channel O. The presentation style of Dare Art-Alade and his Co- presenter, coupled with the packaging was talk of town that speaks volume of the MTN brand philosophy. At a the end of 2003 the MTN Y'Hello TV emeged top three of television entertainment programme through a research targeted at the young-at-heart market. The MTN brand managers are obviously thinking much more youthful this year going by the Y'hello TV package, which has a new dimension this year.
The location of the Y'Hello TV in Lagos last week was filled with youngsters who despite the NLC strike, did not only sought for fun, but got fun through interaction with various young artist of their choice from Nigeria, South Africa, Ghana, Zimbabwe among others. Age and colours were no barriers for these young-at-hearts. Some of these young- at- hearts drawn from all strata of the society told THISDAY that it was an experience they cannot forget in a hurry.
Looking at Y'Hello TV this year and its various segments, one would rather believe that a thourough research was carried out to get the youth -at- heart more endared to the MTN brand. According to programme of the event, the segments included : live performance of Nigerian, Ghanian , South african and other African countries; It will be aired as a one hour programme with features stories from African countries; Also, it will by the time it goes on air for 26 weeks on the network service of the Nigerian Television Authority (NTA) and DSTV's Channel 0 create interaction with the audience.
What is more? There will be a text to win segment, where wonderful prizes will be won courtesy of MTN and its co-sponsor, Motorola. It will also teach the young-at-heart how to interact more with their phones. " Its all about achieving what one wants to achieve through MTN, " says Tunji Adeyinka, MTN Nigeria's event and sponsorship manager. Speaking further on the uniqueness of the Y'Hello TV, Mr. Adeyinka said the entire idea is an experiential marketing concept aimed at making the young- at -heart not only hear of MTN 's brand messages, but feel the fun, friendliness , youthfulness of the brand and create stardom for these young musicians who will be viewed all over Africa and beyond.
Expounding on this years Y'Hello TV, the managing director of Studio 77, the outfit packaging the concept in Nigeria , Mr. Remi Ogunbimtan said the entertainment industry in Nigeria needed a refocus which the Y'Hello TV concept has come to achieve. Mr. Ogunbimtan said that his outfit is putting in place a TV concept which is more that just a television programme" The idea is to build entertainment, musical values and culture using music as a platform," he said.
A website that supports the concept has also been put in place for things like SMS chat rooms where youth can easily go to various subject that affect them, and even discuss them.
South Africa's Mapaputa and Tamara Dey are two of the international artist that spoke with THISDAY. They both said their involvement in the MTN Y'Hello TV last year in South Africa has created stardom around them. "If not for MTN, we would not have attained the stardom to come to Nigeria and entertain our contemporaries . We are extremely happy to be part of this fun as we hope to further teach youths new things through music," they enthused.
That the crew for the recording also has S.A. M Martins, one of the directors of the popular Big Brother Africa from South Africa as one of the directors, alongside leading Nigerian film directors says a lot about the quality of the production as an international standard .
Why this huge investment on entertainment, especially Y'Hello TV? The ultimate objective of the entire investment in music is, according to Tunji Adeyinka" for MTN to make itself as the number one brand that creates youthful atmosphere through entertainment programmes"
Going by the experience and reactions at the Y'Hello TV recording and the juicy promises the broadcast has in stock, one cannot but agree that MTN has really succeeded in reviving the dyeing Nigeria music scene. The brand which is on daily basis growing from a company in South Africa to an African brand with presence in Swaziland, Cameroun, Nigeria, Rwanda and Uganda has from all indications further and successfully explored the music platform as a brand advocacy.
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