The Post (Buea)

22 April 2005

Cameroon: MTN Launches New Slogan

The South African-based Mobile Telephone Network, MTN, has announced a new campaign slogan. The slogan "Everywhere You Go" now replaces "The Better Connection." The new measure by MTN was made known in Yaounde, April 20, during a press conference at the Hilton Hotel.

According to the Director of Communication, MTN Cameroon, Mr. Jean Claude Ottou, and documents furnished at the press conference, the main objective of the new campaign is to keep its consumers in Cameroon acquainted with the new development.

The document notes that the new measure is the outcome of a decision by the MTN Group to unify and create a global campaign for all it entities all over Africa notably: South Africa, Nigeria, Cameroon, Uganda, Swaziland and Rwanda.

The "Everywhere You Go," campaign, according to MTN officials, moves further as a reference to cover the entire network and makes MTN an actor in the daily life of it consumers by inviting them to share in its passion, optimism, creativity, imagination, simplicity, warmth, integrity, etc.

The new campaign would be on media and the television slot produced by the Young and Rubicam Agency, South Africa, would run for 60 seconds. It carries a prominent message, which goes thus: "Wherever life takes you. MTN everywhere you go." The same messages and images would also be printed on posters and displayed all over the national territory.

MTN Cameroon went operational on February 15, 2000 after the South African based mobile telephone giant bought over Camtel and Camtel mobile from the government of Cameroon. Since February 2002 and in application of the clauses of the privatisation convention, the share capital of MTN is FCFA 200 000 000 with 70 percent owned by MTN International and 30 percent by a Cameroonian company, Brodland Telecom.

As at December 31, 2004, MTN was already counting 779 000 subscribers. MTN is today classified amongst the first five most important companies in Cameroon in regards to business figures and commands 52.2 percent of the market.

The company has already invested as much as FCFA 130 billion in developing its network made up of 275 sites, which assures it presence in the ten provinces. The business figure of MTN for 2003 stood at FCFA 83.405.593.718.

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