Airtel Nigeria has launched a new television commercial campaign – YOU’RE WELCOME HOME – to ignite what appears a fresh round of marketing warfare with MTN.
The new 49-seconds ad which has been running on prime time belt of many Nigerian television stations, has caught the eye with its unmistakable objective of inducing disgruntled subscribers on the MTN platform to switch to the Airtel family.
The commercial stars a befuddled young man throwing away his unreliable yellow phone in exasperation after failing to connect a very important call. His yellow bag which was placed at his feet suddenly sees his frustration and anger and, fearing he might transfer the aggression to it, suddenly develops strong legs and starts fleeing to safety.
Please save me the commentaries “HIT THE JUMP AND LAUGH THIS OFF”!
Watch ad here:
Given the high level of customer dissatisfaction and other problems recently trailing the MTN brand in Nigeria , industry watchers believe the new Airtel commercial is out to take advantage of the situation hence pushing for increased subscriber base by persuading the disgruntled MTN customers to switch to Airtel for better value.
According to some analysts, a clear indication that Airtel may be on a mission to spark a renewal of the ‘porting war’ witnessed in the sector not long ago is further seen in the fact that the new commercial asks subscribers to ‘Recharge with *555*PIN# (which is MTN USSD) and enjoy 25% discount on all your subscription on the Airtel platform and feel at home…YOU’RE WELCOME’. To cap it all Airtel Nigeria went further on their BlackBerry android subscription plan and introduced “THE 3GIG DATA PLAN FOR JUST N1000!”.
For an industry noted for intense competition and communication vibrancy, industry feelers reveal that the Nigerian telecommunication sector may be getting ready to dish out more excitement and creativity in the days ahead; thanks to the first blood drawn by the new Airtel television commercial.
While Airtel has served its intention, the industry waits to see how MTN will respond to save its market share in this new war.
Compiled by: Jimmy Adesanya.