Etisalat Nigeria starts new mobile marketing


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


Safaricom, MTN Rwanda partner on mobile money transfers

In a move aimed at deepening financial inclusion and boosting regional trade, Safaricom has partnered with MTN Rwanda to enable customers to make mobile money transactions between Kenya and Rwanda. Read More

TXTGhana restructures business portfolio

Ato Afful TXTGhana has announced the reorganisation of its operations under the TXTGroup umbrella so as to better reflect and direct its international business segments.   Read More

SIKA Mobile Money Transfer app soon in Ghana

Ghanaians will soon enjoy a low cost local and global money transfer service, directly from their mobile phones. Read More

Airtel Africa platform to support music artists across Africa

Airtel Africa has partnered with customer engagement software provider IMImobile to launch the new Airtel Artist Management System. Read More

Tigo expands digital customer care channels with AskTigo Skype Care

Tigo Ghana has rolled out yet another digital channel of communication for its customers, called AskTigo Skype Care. Read More

New KCC partners with Safaricom to streamline transactions

Leading dairy processor New KCC has partnered with Safaricom to roll out a Kshs. 55.7 million cashless solution, to enhance business efficiency and address risks associated with cash handling.  Read More

Safaricom Spark Fund invests in Sendy

Delivery service Sendy has become the first start-up to benefit from the venture fund, which was launched by Safaricom in November last year.  Read More

Motswana in contention for Orange African Social Venture Prize 2015

Botswana’s Thabiso Mashaba’s ‘These Hands Social Enterprise’ Project has been shortlisted in the top 11 of  Orange African Social Venture Prize 2015 projects.  Read More

Tigo Rwanda launches end of year Mega Cash promo

Tigo Rwanda has announced the launch of its Mega Cash SMS-based promotion Tigo Bonane set to make one millionaire every day.  Read More

Co-op Bank partners with SimbaPay for Diaspora remittances

The Co-operative Bank of Kenya has partnered with SimbaPay, a digital money transfer provider, to offer international money transfer services to the bank’s customers in the Diaspora. Read More


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


eCommerce in Africa urged to take advantage of mobile eCommerce in Africa urged to take advantage of mobile

The Executive Chairman of Alltel has urged operators of eCommerce in Ghana and Africa as a whole to take advantage of the current trend for Africans to trade online via their mobile handsets. 


Nigeria needs $25b investment in broadband, says WoodNigeria needs $25b investment in broadband, says Wood

Telecoms executive Adrian Wood speaks to Kokumo Goodie about investment potential in Nigeria.