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

Ghana Telecom Awards confirm Vodafone Ghana leader in mobile internet

Industry players and analysts at this year’s Ghana Telecom Awards were not surprised when Vodafone Ghana was adjudged the ‘Mobile Broadband Provider of the Year’. Read More

The transformative power of affordable smartphones and unlimited data in Ghana

Smartphones are helping transform their lives of ordinary people in Ghana, Reports Nana Appiah Acquaye. Read More

TNS, Kantar Media in strategic mobile research partnership with GeoPoll in Africa

Global research consultancy TNS has announced an exclusive partnership with GeoPoll to deploy a new range of research products and services intended to improve market research in Africa. Read More

5th edition of Tigo Ghana Meets Naija launched

The biggest musical concert on the events calendar, Ghana Meets Naija, returns in its fifth year, with an even bigger and more exciting package for music fans in both Ghana and Nigeria. Read More

Tigo launches bid to become biggest 4G network in Tanzania

Tigo Tanzania has launched a brand new 4G LTE technology, which it says will make it the biggest and fastest Internet network in the country. Read More

Tigo Big Six - data liberation for Ghanaian subscribers

Tigo’s Unlimited (Tigo Big Six) package gives real freedom to new customers to enjoy extended internet access.   Read More

Mobile Africa 2015: African phone use decoded

A survey of mobile phone usage in five African countries has delivered startling findings on the rise of Internet access via phones, the potential demise of Nokia and the continued appeal of BlackBerry. Read More

President Jonathan commends operators on National Mobile Health Insurance collaboration

Nigerian President Goodluck Jonathan has commended telecoms operators for their collaborative efforts in putting Nigerians on the National Mobile Health Insurance programme platform. Read More

Vodafone Ghana Fixed Broadband customers get bundle extension

Vodafone Ghana says it will soon be offering a one-week validity extension to all fixed broadband users in the country.  Read More

Airtel, UNAIDS partner

The Chief Executive Officer, Airtel Nigeria, Segun Ogunsanya, has explained that the partnership of the telco with the Joint United Nations Programme on HIV/AIDS (UNAIDS) will allow ample opportunity to further promote its Touching Lives initiative aimed at positively impacting on Nigerians, especially in the area of quality healthcare ... Read More

PRESS OFFICES

Sage ERP AfricaSAP AfricaSage Pastel AccountingTrust PayVMWareSamsung ElectronicsMitsumi DistributionPhoenix DistributionMTN BusinessSchneider ElectricMultichoiceMicrosoft 4Afrika

FEATURED STORY

The transformative power of affordable smartphones and unlimited data in GhanaThe transformative power of affordable smartphones and unlimited data in Ghana

Smartphones are helping transform their lives of ordinary people in Ghana, Reports Nana Appiah Acquaye.

IN DEPTH

NIMC infrastructure must be managed by credible people: NIMC chiefNIMC infrastructure must be managed by credible people: NIMC chief

NIMC’s chief speaks to Kokumo Goodie about the role of the NIMC and his own legacy.