Speaking at the launch of the campaign in Kigali, CEO Mitwa Ng’ambi said, “Our mission is to lead digital for a brighter Rwanda. We see ourselves as a partner on this digitization journey that Rwanda is on. We’d like to see a Rwanda where everyone is connected to the digital world. In order to make this happen, we will over the next few months, run a number of initiatives to increase smartphone penetration and increase internet usage.”
On the details of the campaign, Chief Marketing Officer Richard Acheampong explained that this is a comprehensive 360˚ campaign.
The first part of the campaign is a Smartphone Pledge, which aims at involving the general public to help connect the unconnected by donating smartphones.
People can follow this challenge on MTN Rwanda’s Twitter page and can donate in form of physical devices which can be taken to MTN Service Centres nation-wide or through Cash and Mobile Money.
All smartphones collected will be distributed to Rwandans that do not have.
“With the #ConnectRwanda Smartphone Pledge, we can all pull together to connect the unconnected in Rwanda. Each one can connect at least one” added Acheampong.
The second part of the campaign aims at giving Internet users more freedom by removing the expiry on certain bundles. MTN “Tuuuza” is the first of its kind Internet Bundles that have no expiry. These bundles can be accessed by dialing *345#.
The campaign also includes a new affordable Mobicel “Taci” smartphone and Unlimited 4G bundles.
This Campaign is backed by a high-impact, multi-channel marketing strategy that includes a combination of market-specific print, digital, outdoor and mobile creative executions featuring local actors and comedians Niyitegeka Gratien of Seburikoko and Papa Sava fame, as well as Clapton ‘Kibonge’ of Daymakers Edutainment.
“We’re really excited about the journey we’re embarking on and we’re confident that these efforts to drive smartphone and internet penetration will make a difference in this country. We hope that everyone will join us as we Connect Rwanda”, CEO Mitwa Ng’ambi said.