MTN FA Campaign
360 Degrees Marketing Communication Campaign
Ghanaians have a deep-rooted love, dedication, and loyalty toward their favourite sports and teams. This love in the past has extended to our favourite national team, The Black Stars. MTN Ghana aimed to leverage the sponsorship of Ghana’s Black Stars in the upcoming Africa Cup of Nations to enhance brand desire and increase brand awareness by connecting with the passion of the nation through the Let’s Do It for Ghana campaign. MTN was inspired as a brand to rally Ghanaians behind a seemingly impossible task of making Ghanaians believe in the Black Stars again. That joyful excitement of supporting the once mighty Black Stars seems like a distant dream. But this campaign daringly hoped to make it a reality again.
The Idea
Communicate through Football. We created a visually stunning campaign that not only focused on education and awareness of the Black Stars’ participation in this year's AFCON competition but empowered individuals to create a community of supporters of Black Stars. The creative assets were catchy and appropriate to the local community's insight.
The Opportunity
To meet the Black Star audience along their AFCON journey, we needed to meet their moments. Speak their language and make sure we get it right. So, we merged products with moments that enabled us to drive scaled creatives tailored to each individual and optimized to their emotions.
Execution
The campaign flowed into a carefully crafted social media plan; targeting the right audience to escalate the excitement. The outdoor campaign captured the excitement surrounding the Black Stars' upcoming matches and impressed upon passersby to dream and dare with the Black Stars. We made use of actual, die-hard supporters clad in Black Star fan jerseys and draped in Ghanaian colors. The imagery was a representation of the collective passion of 30 million Ghanaians cheering their national team on to victory.
Impact
With a relentless commitment to results-driven marketing, we’ve brought the Black Stars into the hearts of Ghanaians once again and we’re just getting started.