Etisalat Nigeria starts new mobile marketing

VALUE ADDED SERVICES

|
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 VALUE ADDED SERVICES NEWS

Airtel, Kenya Red Cross launch public emergency information service

Bharti Airtel has teamed up with Kenya Red Cross Society to launch the first of its kind public emergency information service in Kenya. Read More

EcoCash gets SA approval

EcoCash and its South African partners have secured approval from the South Africa Reserve Bank to start a cross border remittance service from South Africa. Read More

KTDA, Safaricom partner on cashless payment

Leading tea management agency, Kenya Tea Development Agency (KTDA), has partnered with Safaricom to roll out a cashless payment solution at all its 66 factories across the country. Read More

Airtel launches first mobile tap and pay system in Ghana

Airtel Ghana has added another first to its credits as it has rolled out an innovative service through their Airtel Money that allows a tap and pay, contactless payment based on the Near Field Communications (NFC) technology.  Read More

Vodafone gives hope to Ghanaian Farmers with Vodafone Farmers Club

Ghanaian farmers can now receive relevant crop and location specific information in their own language through a bespoke SIM card. Read More

Standard Bank introduces a first in SA: smart watch banking

Standard Bank today announced plans to embrace wearable technology, with the forthcoming release of its Apple Watch banking app in SA. Read More

Prepay Nation, Airtel Kenya to offer international mobile top-up

Prepay Nation, a leading provider of cross-border prepaid mobile airtime transfers, has announced its partnership in Kenya with Bharti Airtel. Read More

SimbaPay launches international access to M-Pesa PayBill

SimbaPay has launched the first product to allow Kenyans living abroad to make M-Pesa PayBill payments.  Read More

HomeSend named Best Payment Product in Africa

HomeSend, an international transfer hub created by MasterCard, eServGlobal and BICS, has been named “the Best Payment Product in Africa” at the Asian Banker Middle East and Africa Awards.   Read More

GTBank, Etisalat partnership marries innovation, creativity

Etisalat Nigeria says its partnership with GTBank is a marriage of innovation and creativity, adding that it will help promote the financial inclusion drive of the federal government of Nigeria.  Read More

PRESS OFFICES

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

FEATURED STORY

IHS plans to inject fresh $500m to grow capacityIHS plans to inject fresh $500m to grow capacity

Mohammed Darwish, managing director of IHS Towers, says the firm will soon inject another $500million into the business after raising some $2.5billion to finance expansion drives. Darwish spoke with biztecafrica.com in Lagos.

IN DEPTH

As curtain falls on MDGs, what next?As curtain falls on MDGs, what next?

Dr. Bjorn Lomborg, president of the Copenhagen Consensus Centre, speaks to Biztechafrica about setting smart targets.

COMPANY NEWS

MTN Business expands partnership with Samsung to offer enterprise customers increased security

Samsung Electronics South Africa has announced that MTN Business has been appointed as a reseller of Samsung’s KNOX licenses to its customers.