On February 7 2018, unknown people started vandalising bill boards for MTN Uganda around Makerere University Business School (MUBS) and Ntinda.
The words #NoFear were painted on the entire skin in what was viewed as a bold, fearless, and deliberate act of expression.
However, in a dominantly youth party at legends Rugby Grounds Yesterday, the faces of people behind the vandalism of MTN billboards and their intentions were revealed.
The #NoFear campaign was only a month-long teaser towards the launch of a new proposition, MTN Pulse which is all about how affordable data will enable the young Ugandan’s to express themselves on a variety of platforms through a weekend bundle.
“For the first time ever, we are introducing a weekend bundle that can only be accessed through our Pulsers community code *157# and the MTN Pulse website on pulse.mtn.co.ug. We understand that the weekend is filled with activities that must be shared. Those moments can now be shared with an affordable youth friendly weekend bundle,” said Olivier Prentout, the Chief Marketing Officer, MTN Uganda.
“The young people like living life on the edge, looking for opportunities to grow and associating with success. With MTN Pulse, we offer them a dynamic gateway to express themselves and interact freely. We would like them to use the movement to seize the opportunities with #NoFear,” Prentout added.
Wim Vanhelleputte, the Chief Executive Officer MTN Uganda noted that MTN Uganda took the time to gather insights into the youth market and noticed that brand needed to identify further with them. The future in the country in terms of technology will be driven by data.
