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According to MTN Rwanda officials, the new campaign has evolved from ‘My People, My Country, My Network’, which identifies with all Rwandans and the growth of the country, to ‘We Are Better Together’.
Yvonne Makolo, MTN Rwanda’s Chief Marketing Officer said thatthe telecom company started operations in Rwanda over 13 years ago at a time when there were very few foreign investors in the country.
She said over the years the company has grown with the economic development of Rwanda, introducing innovative products and services that have touched almost all aspects of lives of Rwandan people.
“Since our inception in the Rwandan market in 1998 we have pioneered many services and products that have had an effect on Rwandans from all aspects of life. For example in February 2010 we introduced, the mobile money platform and to date it has registered more than 475,000 customers and transacted volumes of over Rwf 67 billion since it started operations,” MsMakolo said.
“With ‘My people, My country, My network’ our brand reaffirmed that we continue to grow as a network and continue to be relevant to the lives ofclose to 3 million subscribers across the country. The new brand campaign not only highlights MTNs role in every aspect of people’s lives but it also emphasises the sense of community in the country and how life is better when people come together”.
In Rwanda MTN has supported and promoted the development of sports. This year alone the company’s sponsorship for the ‘2012 Peace Cup’ soccer tournament was worth Rwf51.4 million.The company has also promoted local musicians and still continues to support all kinds of arts.
“Our brand has evolved with locally produced music. The success of local music is now synonymous with the MTN brand. The annual ‘Salax Music Awards’, which recognizes the achievement of local artists is sponsored by MTN. Our brand ambassadors, are local musicians. The models featured in all our brand campaigns are proudly Rwandan,”Ms. Makolo added.
MTN has also put a smile on many by supporting Corporate Social Responsibility (CSR) and community activities. MTN Foundation the vehicle through which MTN Rwanda implements the company’s CSR activities enjoys 100 percent funding from MTN Rwanda, which gives it up to 1 percent of its profit after tax.
With 300 employees, MTN is one of the biggest employers in the country. Through the company’s distribution channels the company is still creating numerous jobs and is registered among the largest taxpayers in Rwanda.
SakyiOpoku, the Snr Manager – Brand and Sponsorship said that though MTN is a global, African brand, with some facets of brand-building differing from market to market, the brand values are all universal and include the same pointers.
“In Rwanda we have built brand awareness and also want to continue building brand relevance. When it comes to sponsorship we look for properties that have the right fit with MTN’s brand and also with its consumers. Just like in the rest of Africa, in Rwanda its football, entertainment and CSR which fits the bill better than anything else.”
About the MTN brand:
The MTN brand has received a number of brand accolades over years. This month Millward Brown, one of the world's leading research agencies and expert in effective advertising announced that the MTN brand is the first African brand to be listed (now being ranked No.88) on the ‘BrandZ Top 100 Global Brand’ listing. The Financial Times published a report on this achievement under the title, ‘MTN making the right connection.’ You can access this article from the Facebook Rwanda notes on: MTN making the right connection
In March this year MTN moved up 12 places to the 188th position in the world’s most valuable brand rankings and maintained its position as Africa’s only company in the Brand Finance Global 500 grading.
About MTN Rwanda:
MTN is a global telecommunications company and world-class cellular network with operations in 21 countries in Africa, Asia and the Middle East. In Rwanda MTN has been serving since 1998. With close to 3 million subscribers and slight more than 475,000 on MTN ‘Mobile Money’ MTN Rwanda continues to expand its network to offer new and innovative packages and services. Currently MTN Rwanda is in partnership with KCB to offer affordableBlackBerry® packages and recently reduced prices of all affordable mobile phone by 20 percent.
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