Sustaining Brand Visibility With Larger Than Life Out Of Home Advertising

According to the Top Brands Swaziland 2016 survey conducted by Yati Marketing, MTN is the leading brand in top of mind awareness in Swaziland at a distant 18.4% from the runner up who is at 8,3%. It is easy to think that this was achieved simply because MTN is a monopoly in the country. Nothing could be further from the truth.

Love them or hate them, MTN owns the biggest share of our minds. We think about them more than any other brand in Swaziland. In 1998 when MTN first launched in the market, the CEO decided to do what no other monopoly in the country had done; to be aggressive with advertising. In fact, his goal was to paint the country yellow. The company wanted to get in big and penetrate the market fast and it did that just fine. Fast forward 18 years later and it is the top of mind brand in consumers’ minds in the country.

MTN has never been afraid to go big in advertising. In fact while outdoor advertising has existed for years in Swaziland, MTN was the brand that drove its growth to be worth an estimated E100 million at some stage. It was in 2002, when we woke up to big bright and yellow billboards of “yello MTN”. It has the biggest sized outdoor billboard. It was the first to adopt large scale outdoor advertising and they have also opted for vehicle branding by wrapping the country’s public transport system in yellow.

MTN has proved that the louder the noise you make, the quicker the market will take note. OOH advertising has worked in ensuring that MTN attains top of mind awareness in Swaziland. Believing in your brand hard enough to scream about it is key in achieving brand dominance.

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