MTN Rwanda launches youth campaign

MTN Rwanda has announced the launch of its new youth proposition campaign which is targeted at the youthful subscribers on its network.

Titled “YOLO, Go Be Great,” the campaign targets the 16-24 age group, offering them access to a unique platform that includes an exciting voice and data offering called the Yolo Pack. The campaign and the offer tied to it aims to create an enhanced user-experience for this segment.

Speaking at the launch at the MTN Headquarters in Nyarutarama, CEO Gunter Engling said, “Yolo is our way of connecting with the youth that represent about 40% of the total population of Rwanda. As MTN, we are dedicating our efforts and resources to help nurture the youth, inspire them and drive them to achieve greatness.

We believe the future of the country and our business rest with this segment. We therefore want to invest in developing youth who will be proud of themselves and that Rwanda will be proud of.”

Over the years, MTN Rwanda has grown with the economic development of the country, introducing innovative products and services that have touched almost all aspects of lives of the Rwandan people. The company sees the importance of driving growth in a manner that delivers value to its customers and communities.

“It is important that the campaign speaks to how we drive MTN forward as a business and as a brand. We know the youth demand customized products and solutions that they can identify with. The value behind Yolo is that MTN is able to give the Youth flexible packages to live in a digital world with our affordable packs, and to connect to anyone at any time due to our extensive network,” said Chief Marketing Officer, Yvonne Manzi Makolo.

With the Yolo Pack, eligible customers will dial *154# then access a menu that will give them the option of activating either voice or data.

This segment will also be able to call their peers on a Closed User Group (CUG) rate of 10Rwf/min. Other incentives for activating any of the above packs include free sms, free Wikipedia & very affordable night calls at 1Rwf/min.

With regards to the meaning of Yolo, Makolo said that the campaign name doesn’t really have one. “Yolo has no specific meaning. The youth do not like being restricted and given rules. They make their own rules. With Yolo, we expect them to define their own rules in how they will achieve their own greatness, hence “Yolo, Go Be Great”.

To officially launch the new campaign to the public, MTN has scheduled an exciting Yolo festival dubbed Kigali Turn Up at Gikondo Expo grounds on the 11th of June starting at 12 noon to 10pm. This event will feature the best of local artistes, dance competitions, DJ battles, rap competitions and a special appearance by DJ Apeman from Uganda.

Dance groups also stand a chance to win cash prizes at the Kigali Turn Up Concert by recording a 1 minute dance video to Charly, Nina and Riderman’s brand new hit song, “Yolo”, and sending it to 0788310400. The video with the most likes and shares on the MTN Facebook page will be selected for the final dance off at the concert. 

“Yolo isn’t just about fun. We are telling the youth that we are there with them through their journey of discovery, in being who they want to be, in establishing their greatness and embracing their future. MTN is the enabler for an enhanced lifestyle helping young people both advance their journey to progress and live fuller, brighter lives,” concluded Makolo.


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