Mtn Ayoba Campaign

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In this essay we will be discussing the MTN Ayoba Campaign. We will firstly give a brief background of the MTN brand and then identify the objectives of the campaign. We will also be analyzing the market competition and category. We will briefly explain who we believe to be the target market and will lastly explain why the MTN Ayoba Campaign is successful.

MTN is a communication company, focused on the African continent. MTN has been defined as “A global communications partner and world-class cellular network.” (http://www.mtn.co.za) They “believe that through access to communication comes economic empowerment.” (http://www.mtn.co.za/AboutMTN/Pages/default.aspx) MTN stands for Mobile Telephone Networks and was founded in 1994. It is the second largest mobile network operator in South Africa, “MTN sells its services through 70,000 formal and informal outlets, including 17company-owned service centres, across nine provinces. In 2005 its subscriber base grew by more than 27 percent to a total of 10.6 million subscribers.” (http://www.microsoft.com/southafrica/casestudies/tele_mtn.mspx)

MTN’s, and long-time competitors Vodacom’s fight for domination of consumer spending every year with their summer advertising campaign launch. Last year MTN fought back on it’s revenue loss by their latest “Ayoba” campaign. So began the rise of Ayoba.The word “ayoba” is thought to have originated in the Johannesburg townships. The word ayoba had no specific meaning which allowed MTN’s marketing team to interpret the local term “ayoba” to mean “cool” or “wow”. MTN, being one of the major sponsors of the FIFA World Cup 2010, had the crowds cheering “ayoba” all through matches as well as vuvuzelas playing the campaigns signature tune .
MTN’s aim is trying to get into Africa’s lexicon and to the rest of the world that is supporting the 2010 FIFA World Cup. In this ad campaign MTN wants to communicate the diversity of the MTN brand and by soccer supporters worldwide and locally

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