MTN SA bags Total Telecom Best Brand Award

MTN has scooped the much sought-after Total Telecom Best Brand Award in recognition of the popular MTN Sky "Win a Plane" competition.

The fiercely contested Total Telecom Best Brand Award is conferred to companies that have elevated their brand awareness in the past 12 months and demonstrated a positive impact on market share, valuation and bottom line.

MTN was recognised for its first-to-market MTN "Win a Plane" competition where MTN subscribers stood a chance to win a four-seater Sling aeroplane, or its cash equivalent of R1.7 million.

The MTN Sky "Win a Plane" competition had a positive impact on product uptake and increased MTN's market share during its tenure. MTN saw subscriber numbers increasing by 5.7% and recorded 1.4 million net additions for the quarter ended 30 September 2014. MTN attributed this performance to an aggressive marketing campaign that was underlined by attractive voice and data offers.

This strong performance by MTN in the period under review comes on a backdrop of lacklustre performance and a bruising public spat with rival operators over the regulator's planned implementation of asymmetry rates that were skewed in favour of smaller operators.

"This prestigious accolade is an affirmation of the meticulous and painstaking work that our team has been doing to reclaim our rightful place in the market. This accolade also goes to millions of our loyal subscribers who continue to keep us on our toes. We are delighted with what has been achieved so far in a very challenging economic environment. This accolade will spur us to work harder to build brand affinity, improve product take-up and ensure that the MTN brand is firmly embedded in the hearts and minds of our customers," says Larry Annetts, chief marketing officer of MTN.

Integral to this popular competition and campaign was the appointment of multiple award-winning duo, Mafikizolo, as MTN's new brand ambassadors.

He adds: "The grand prize of a Sling 4 aeroplane spoke to the aspirational nature of the brand and it touched a chord with many of our consumers across different income streams, from a budding entrepreneur who dreamed of winning the plane and renting it out to generate an income, to a businessman who longed for the independence of owning his own aircraft, to a rural-based breadwinner who would rather opt for the cash equivalent of the plane to improve the quality of life and fund his children's education."

The launch of the first live mobile concert of its kind in South Africa that was streamed on devices for 67 minutes was an unheard of gesture, which resonated with millions of MTN's customers and endeared it to millions of people who expressed their appreciation via social media and other platforms.

"This competition created a lot of talkability in the public space, in Twitterverse and on other social media platforms," says Annetts.

The Total Telecom Awards is one of the most respected awards for the global telecoms industry. Since 1999, the Total Telecom Awards have recognised innovation and excellence on both company and individual level for both the buyers and sellers of telecoms products and services.