// POWERING AFRICA'S BIGGEST EVER PROMOTION
Client: Etisalat Nigeria
Country: Nigeria
Title: 9jillions Promotion
Challenge:
Etisalat, the world’s 140th largest company, recently launched a mobile network in Nigeria. Accordingly, it needed to ramp awareness, customer acquisition and weight of purchase as quickly as possible.
Campaign:
Etisalat and its agency, Naija Sounds, devised the 9jillions Promotion…and chose Sponge to make it happen.
Whenever a consumer registers a new SIM card or purchases a specific amount of credit, they’re given the opportunity to enter a competition to win a new handset…plus tickets to the ‘One9ja Million Dollar Game Show’.
Televised nationally, seven shows are running in the country’s different regions from July 2009 onwards. The winners of each regional event will then progress to the Grand Final in Lagos in October – where one lucky member of the ‘Etisalat family’ will win 1,000,000 US dollars.
With Mobile being the primary channel for all facets of the promotion, Sponge was appointed to design, implement and manage an end-to-end solution across entries, prizing, viral / Member Get Member, m-ticketing and mCRM activities.
Results:
With several weeks of the promotion still to run, the campaign has generated 5.5 million entries – substantially ahead of Etisalat’s aggressive targets.
