MTN PULSE
THE CHALLENGE
Ghana has a youthful population, with nearly 57% of Ghanaians under the age of 25. This growing demographic is characterized by diverse subcultures and communities. Known as the “confident generation,” these young individuals are proactive and unwilling to wait for support to achieve their goals. As the leading telecommunications provider, MTN recognised the challenge: how do we build trust and loyalty with this audience while offering something that genuinely resonates with their lifestyles?
THE IDEA
To connect with this vibrant audience, MTN launched MTN PulseThis innovative product allows users to customize their voice and data bundles, giving them the freedom to create experiences that truly fit their lives. But we didn’t stop there; we wanted to create something that really spoke to the heart of Ghana’s youth.
To communicate it, we developed a campaign that celebrated the diverse subcultures within this demographic. Instead of a typical promotional music video, we created a cultural moment featuring icons from various communities—think dancers, streamers, gamers, skaters, and content creators—all coming together. The soundtrack was powerful, with lyrics that translated to “you can’t stop me, I won’t let you, I’ve got Pulse.” This message resonated deeply, echoing the determination and spirit of the youth.
THE RESULTS
The MTN Pulse campaign resonated widely with the youth, reinforcing MTN’s position as a brand that understands and supports their values. The cultural relevance of the campaign not only strengthened customer loyalty but also solidified MTN’s status as the market leader in telecommunications, creating a significant competitive advantage. By aligning the brand with the aspirations of the youth in a meaningful way, we turned a simple product into a movement that celebrates individuality and empowerment.