The telecommunications network provider takes on a new look as it aims to target Africa’s youthful population and move into digital and financial services.
Any major brand repositioning comes with inherent risk, and the bigger the brand the more open it is to criticism.
Across all facets the rebrand is being driven by the Omnicom agency group, including the ad agency TBWA\Hunt\Lascaris. The brand says its new approach is also aimed at an entirely new target market."Africa’s youth are at the core of this potential and progress, and our brand refresh centres on them, as they are our future." It points out that the median age of the population of Sub-Saharan Africa is 19.7."That means that about 750-million people are 19 or younger."
MTN says:"It’s not so much that we are solving a specific problem. Rather, it is about positioning ourselves to take advantage of the opportunities that the adoption of and transition to a digital world present on the African continent."
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