MTN Lights Up Youth Market with MTN Pulse
MTN has set off a social media buzz with the sensational MTN Pulse commercial which is aimed at re-engaging the youth market and reinforcing the brand’s leadership in the telecoms market in Nigeria.
Since the launch of the repackaged MTN Pulse recently in Lagos at a glamorous media event, that was attended by Harrysong, Sound Sultan, Praiz, Kcee, and other MTN celebrity ambassador and other stakeholders, the youthful subscribers on the network have been re-energised by the exciting and innovative packages.
And in launching the package, MTN described it as a lifestyle, because it helps young people become whatever they choose to be. “Pulse is a lifestyle data package from MTN that empowers the youths with relevant offerings fit for their daily academic and lifestyle needs,” Richard Iweanoge, the company’s General Manager, Consumer Marketing said at the launch.
The new MTN Pulse is a revamped package that allows young individuals both physically and at heart express themselves however they choose to. Subscribers on the Pulse plan can enjoy unlimited streaming of the latest and exclusive hit jamz on Music+ for just N10 daily, browse & download movies all night for just N25 and also get 1GB data for just N500 weekly.
DayoAdefila, CEO Hot Sauce, a leading digital marketing firm, commended MTN for their foresight and innovative thinking, adding that MTN Pulse allows young people the freedom to express themselves better on the cyberspace and put into their hands a world of unlimited internet possibilities. “MTN Pulseis a very welcome development especially to customers because what this means is that Nigerians and the Nigerian youths will be able to achieve more, be more and do more.”
Another Digital Marketing expert, Celestine Achi also commended the Telco network for their quick thinking and for their accurate understanding of the trends among young people. “We are in a digital age, so any network that refuses to understand the yearnings of consumers, especially the youth market for more and affordable data will be left behind. This is why MTN Pulse has my vote. And it means young people can spend more time online and achieve more.”
Speaking about the package, Iweanoge said that MTN Pulse is an enabler that empowers the youths with relevant offerings fit for their daily academic and lifestyle needs.According to him, “Pulse is MTN’s proposition for the youth”.
“MTN Pulse is much more than a tariff plan; it’s a lifestyle and a movement of individuals who want to stand out from the crowd, proud of their originality, pacesetters, and trendy. With MTN Pulse, you can enter into an unlimited world of possibilities,” Iweangoge said.
The re-launch of MTN Pulse could not have come at a better time, as the youth market in Nigeria has over the last few years transformed into a dynamic demography that can no longer be ignored. They are a force to be reckoned in the Nigerian market place and they have become leading lights in various sectors of the economy, offering unlimited economic opportunities for brands.
But while the media buzz created by the launch of MTN Pulse is fantastic, the company has been careful to ensure that the excitement is not just limited to the media space and there is an actual connection with the consumers (youths). One of the ways they have done this is the signing of Falze, Skales and Techno as brand ambassadors for MTN Pulse. These three celebrities are the rave of the moment in the entertainment world and MTN is leveraging their public acceptance and euphoria to drive Pulse and engage consumers positively.
“Falz is very huge amongst the target audience at the moment and many love him. What this does is that it immediately resonates among this segment,” Adefila opined.
Now, MTN has also set in motion a conversation that is trending on social media with hashtags like #PulseIsBack #ItsWhoWeAre and #MTNPulse which have galvanized an ecosystem of young people with comments, pictures, videos; sharing their experiences about the MTN Pulse.
That is not all, Pulse also offers tantalizing prospects for consumers, as subscribers can now enjoy unlimited streaming of the latest and exclusive hit jamz on Music, browse, download movies all night, and also get 1GB data for just a token. With Pulse, there can no longer be dull moments.
No one can fault MTN Pulse commercial which features Falz, Techno and Skales. The one minute commercial, packaged as a short movie, begins with three executives of rival brands, apparently troubled, rushing into what looks like a securedlocation to receive briefing about the onslaught on their brands following the launch of MTN.
“Hactually sir, hawaworxt fear hav just been confarmed, MTN Pulse is back” Falz announced to the trepidation of the executives. Then he goes ahead to show them how Pulse is inspiring excitement in the youth subscribers of MTN and allowing the freedom to express their different personalities.
The excellently packaged commercial has become the talk of the town since its launch, and it is a demonstration of the intensity, flavor and ostentation of the repackaged MTN Pulse. It is also a reflection of MTN commitment to lead the market in every respect.
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