Etisalat Nigeria starts new mobile marketing

MOBILE

|
Image: By BiztechAfrica
Etisalat Nigeria starts new mobile marketing

Etisalat Nigeria, the fastest growing and most innovative mobile service provider in Nigeria, today announced the launch of a permission- and preference-based mobile advertising service, in collaboration with Alcatel-Lucent.

Etisalat Nigeria is to deploy Alcatel-Lucent’s Optism, a software-based mobile marketing solution which allows subscribers to share their interests and preferences with their mobile operator and ‘opt-in’ to receive personalized, relevant advertising and special offers on their mobile phones from their favorite brands.

Alcatel-Lucent has created a local ecosystem made up of key players in the advertising value chain (including advertisers, brands and media agencies), while positioning Etisalat Nigeria as the enabler of interactive dialogues with a large group of mobile phone users with very detailed consumer profiles.

During a limited initial launch in the beginning of 2012, more than 800,000 subscribers opted in to participate in the service. Etisalat Nigeria has seen very impressive results from all of the Optism-supported campaigns that have run to date.

It says the mobile campaigns enjoyed a high degree of interaction, with high levels of quantifiable actions - levels way in excess of those seen via other digital channels:  

  • Nigerian Breweries promoted their “Star” beer brand by inviting a well-targeted audience of males between 18 and 25 years old to be part of a series of music concerts – called “Star Trek”. With a response rate of more than 30%, and a click-through rate of almost 9%, the campaign created an avenue to reinforce the brand's spirit of fun.
  • Coca-Cola offered an ‘Open and Win’ campaign which encouraged people to look under bottle caps for a code which they would then text to see if they had won free airtime. Participants were also encouraged to forward the campaign link to friends - adding a viral, social media element. The campaign had an almost 35% response rate among the 18-25 age group, a highly desirable target audience for beverage companies, and a 6.5% click-through rate.
  • Sprite offered a ’Triple Slam’ campaign focused on basketball, dance and music – key interests for young people. The focus of the campaign was not to win a prize but to get people to show the world their talents and to ’like’ Sprite on Facebook. In this campaign, there was a 22% response rate and an 18% click-through rate to the Sprite Facebook page.
  • The British Council ran an effective two-month campaign to encourage young people to study in the UK and used the chance to win a tablet PC as an enticement. The campaign had a response rate of almost 40%, and a click-through rate of more than 20% - pre-registering people for an education exhibition about studying in the UK.

Chief Commercial Officer of Etisalat Nigeria, Wael Ammar, said: “Optism is enabling us to achieve a number of exciting and important objectives. First, we are bringing the power of permission-based mobile advertising to the Nigerian market with our EasyAdz service. This simply means that we will provide customers with advertising content relevant to their specific locations and choices. We are also providing a large and highly profiled audience base for brands and advertisers as well as creating an avenue to connect with our most important asset – our growing base of over thirteen million subscribers.”

Amr El-Leithy, head of Alcatel-Lucent's business in the Middle East and Africa, said: "We are very enthusiastic to again be working with the Etisalat group to bring a more personalized and compelling experience to their customers. After a successful launch of Optism in the UAE it is extremely gratifying to have another member of the group choose our solution for permission-based mobile marketing. We see this as a solid endorsement of the way we are meeting expectations.” 



Share the News

Get Daily Newsletter

comments powered by Disqus

MORE MOBILE NEWS

Satellite-powered tablet to use Newtec technology for e-learning

Satellite solution provider Yazmi has announced a new e-learning scheme using the first satellite-enabled tablet, called Odyssey, and Newtec's multicast technology to deliver content via satellite to rural, remote and low income regions in Asia, Africa and the Middle East. Read More

TECNO to launch sub-$30 smartphone next year

Device manufacturer TECNO Mobile is planning to launch a smartphone next year that will cost less than US$30, as it looks to remove the barriers to smartphone ownership in Africa. Read More

Airtel, Facebook to bring Internet.org mobile app to Kenya

Airtel has announced a partnership with Facebook to offer the Internet.org app to its prepaid and post-paid customers in Kenya beginning later this week.  Read More

80% interest in “right person, right message, right moment” mobile marketing

New research reveals that although 80% of respondents feel annoyed when receiving unsolicited messages, the same proportion could be won back by operators and brands if they implemented best practices to improve customer engagement. Read More

Airtel Ghana MD urges youth: ‘strive for excellence’

The Managing Director of Airtel Ghana, Lucy Quist, has called on all to blaze their own trail through persistence in the pursuit of their dreams. Read More

Vodafone execs volunteer at Senchi Community Library

The senior management team of Vodafone Ghana took time off from their busy schedules to paint and clean up the Senchi Community Library in the Eastern Region.  Read More

Airtel Zambia CSR wins award

Airtel Zambia has scooped two Zambia Public Relations Association (ZAPRA) Awards. Read More

Airtel Ghana MD: ‘Ghanaians must tell their own story’

The Managing Director of Airtel Ghana, has urged Public Relations Practitioners in the country to use communications tools and channels at their disposal, to tell their own story and that of Ghana. Read More

Tigo Ghana supports Ghanaian youths with Digital Change Maker programme

Tigo has launched a new social entrepreneurship programme aimed at identifying and empowering young Ghanaians with innovative digital solutions to step forward and help address some of Ghana’s most pressing needs. Read More

Lenovo completes acquisition of Motorola Mobility from Google

Lenovo and Google have announced that Lenovo’s acquisition of Motorola Mobility from Google is complete. Read More

PRESS OFFICES

Sage ERP AfricaSAP AfricaSage Pastel AccountingTrust PayVMWareSamsung ElectronicsMitsumi DistributionPhoenix DistributionSage HR AfricaMTN BusinessSchneider ElectricMultichoice

FEATURED STORY

GSMA: half a billion mobile subscribers in SSA by 2020GSMA: half a billion mobile subscribers in SSA by 2020

The number of unique mobile subscribers in Sub-Saharan Africa will pass the half billion mark in 2020, says a new GSMA report.

IN DEPTH

Africa lags on digital migration Africa lags on digital migration

Only three African countries have so far completed the digital migration process, and serious issues are hampering the migration in other nations.