MTN Uganda on Thursday made its pitch to the young, tech-savvy growing population through a new proposition, MTN Pulse. Uganda’s population demographics indicate that Uganda has one of the youngest populations in the world. According to the Uganda Bureau of Statistics (UBOS) at least 77% of Uganda’s population is under 30 years. For MTN Uganda, this presents an opportunity to meet the growing demands of the young, energetic and technology driven people.
“The MTN Uganda brand is 20 years old in Uganda today. That is as old as most of the young population in the country. We have decided through MTN Pulse to customize products and solutions that are appealing to them and that they can identify with,” said Wim Vanhelleputte, Chief Executive Officer MTN Uganda.
MTN Pulse was launched at the #NOFEAR party at Legends Rugby Grounds in Kampala.
Wim 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. MTN Pulse is all about how affordable data that will enable the young Ugandan’s to express themselves.
“Young people want to be creative. They want to communicate. The Fear Of Missing Out – FOMO can be real. MTN Pulse will be able to allow them do gaming, listen to music, create sharable video content, get the latest updates to parties and offer data bundles that suit all their plans,” Wim added.
To join the MTN Pulse movement and become a “Pulser,” customers can dial *157#.
“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.
Prentout also revealed that “Pulsers” will have access to free gaming days on Game+, music streaming and downloads on Deezer, watch and create short video content on MTN Shortz.
The launch of MTN Pulse marked the conclusion of a month-long teaser campaign called #NoFear. During the campaign, MTN had several of its billboards in Kampala ‘defaced’ and sprayed with the words #NoFear in what was viewed as a bold, fearless act of expression, which are desirable traits sought in the Pulsers’ movement.
“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 said.