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New Campaign: Etisalat Latches on MNP Converts for a Subtle Hit on Competition

  • Written by O'Lekan Babatunde
  • Category: AdCrunch
  • Hits: 2154
Acting Chief Executive Officer, Etisalat Nigeria, Mr. Matthew Willsher; Etisalat customers, Mr. Soni Irabor, Mr. Obi Somto, Mr. Mai Atafo and Director, Consumer Segment, Etisalat Nigeria, Mr. Oluwole Rawa, at the unveiling of Etisalat Mobile Number Portability (MNP) Testimonial Campaign, held at Eko Hotel & Suites, today, 28th May, 2014.
Acting Chief Executive Officer, Etisalat Nigeria, Mr. Matthew Willsher; Etisalat customers, Mr. Soni Irabor, Mr. Obi Somto, Mr. Mai Atafo and Director, Consumer Segment, Etisalat Nigeria, Mr. Oluwole Rawa, at the unveiling of Etisalat Mobile Number Portability (MNP) Testimonial Campaign, held at Eko Hotel & Suites, today, 28th May, 2014.

In a new TV commercial concept for Etisalat, the client and its agency, X3M Ideas are drawing on the experience of “ported” subscribers to hit at competition as few select and discerning subscribers talk about their moment of truth on the network in a well put together and impactful TVC. 

The commercial vividly portrays a crop of elite telephone subscribers in Nigeria are taking advantage of the mobile number portability policy, to avail themselves of quality and value by porting their mobile numbers to the Etisalat network. 

Publisher, Today’s Woman, Adesuwa Oyenokwe, legendary broadcaster, Soni Irabor, celebrity photographer Obi Somto and renowned fashion designer, Mai Atafo led the pack of well informed and highly placed Nigerians who switched their telephone numbers to the Etisalat network recently.

In a new testimonial centric television commercial shot by the telco’s lead roster agency, X3M Ideas, monitored on Channels Television, Oyenokwe is thrilled by the data service on the Etisalat network, since she ported. “I am in the publishing business and time is never on my side! The speed of the data service on the Etisalat network is simply amazing. ” Oyenokwe testifies. 

In the same vein, respected gentleman and Public Relations/Media impresario, Soni Irabor expresses satisfaction with the quality of Etisalat network. He emphasizes in the new TVC, “As a business man, I need to stay constantly in touch with multiple business stakeholders. On the Etisalat network I am able to make local and international calls without any interruption.” Similarly, Atafo, the fashion entrepreneur states how he is able to keep on top of his chain of businesses likewise Somto. 

Acting Chief Executive Officer, Etisalat Nigeria, Matthew Willsher is happy at the turn of events but is not surprised because his company not only strategized for it but is also committed to sustain this development. 

According to Willsher, “being the last entrant to the telephony market in Nigeria made us at Etisalat, to challenge ourselves to be innovative in order to stand out. A little over five years after we started business in Nigeria, we are pleased that Nigerians have rewarded us with massive patronage. We have over 19 million subscribers and we keep deploying base stations across Nigeria to ensure service quality is sustained.”

He disclosed that the strength of his company is not seen in the number of those porting to it alone; the most innovative telecommunication company in Nigeria is also the fastest growing.

The telco’s strength of innovation and performance on the ‘porting table’ so far as confirmed by recent statistics released by Nigerian Communications Commission (NCC) might have provided the ‘big idea’ to berth the new TVC. Technical the work is clean devoid technical overkill, while the delivery is clear and convincing. Nice work by the agency and client.