MTN Nigeria And The Airplane Marketing Campaign


Telecommunications giant, MTN Nigeria, has once again developed an unusual but innovative and possibly life-changing promotion in line with a new marketing campaign through aviation. They have tagged it “MTN Ultimate Wonder”.


There have been a lot of speculations and doubt surrounding the details of this latest marketing campaign adopted by MTN, especially concerning the grand prize of an airplane. But taking past promotions into consideration, it comes as no surprise that the MTN Group is aiming at a marketing campaign so big that it would be hard to rival by other telecommunications giants.


From securing their license in 2001 till date, and with over 35 million growing subscribers, MTN Nigeria Communications Limited, an affiliate of the MTN Group South African based telecommunications company, is perhaps Africa’s leading mobile telephone company with operations in 21 countries in Africa and the Middle East.


Since commencing business operations ten years ago, MTN Nigeria has consistently placed a high premium on first class network quality, excellent customer service and value-added services which truly enrich customers’ lives. And with their most recent marketing campaign, MTN Nigeria is trying to uphold the already set standard of being the first.


MTN Ultimate Wonder is offering a Grand Prize of one Airplane, weekly star prizes of 2 million naira for 12 winners for 12 weeks, weekly prizes of N150,000 for 100 winners for 12 weeks, as well as mystery spotter prizes of N50,000 for 100 winners a month for 3 months.

This campaign however pales into insignificance when one considers that MTN Nigeria has previously shelled out N1 billion to 100 lucky winners. It looked very impossible to many until the firm made it happen. What then is making this new marketing campaign have a bigger wave and effect on the MTN Nigeria subscribers?


The most fascinating part about this marketing campaign has been the grand prize of an airplane. Some of the doubt surrounding the authenticity of the promise of this airplane has been voiced over and over by subscribers and most Nigerians. They have asked questions like “Who is going to pay for aviation fuel, a pilot, parking space, and maintenance costs?” “Where is the airplane going to be kept?” “Who is going to fly the plane” – and many more questions.


The General Manager, Consumer Marketing, Mr. Kola Oyeyemi has however come forward to make clarifications about the promo. According to him, the company had contracted the manufacturer of the airplane, adding that whoever wants an option of cash would get $400,000, the cost of the airplane. He stated that for those who would want to keep the airplane, the company would assist the winner to get all documentation from government.


The airplane is the Cessna 182 Sky lane, an American four seat, single-engine, light airplane, built by Cessna of Wichita, Kansas. It has the option of adding two child seats, installed in the baggage area. It is a piston aircraft, which give the pilot a panoramic view of the environment, with a range of 120 nautical miles.

To participate in the promo, new and existing Customers are to recharge with a minimum of N200 (weekly) to qualify for weekly draws and are allowed multiple entries for increased chances of winning. Recharges of minimum N3,000 over the duration of the promo will qualify for the grand prize of the airplane and the promo will run for 3 months. Also, there will be one weekly star prize winner of N2,000,000 plus 100 weekly consolation prizes of N50,000 as well as a sticker campaign with a mystery spotter offering N50,000 cash prizes to anyone with the Ultimate Wonder sticker on their vehicle over the duration of the promo (100 people per month).


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