MTN has unveiled a multi-channel global brand campaign that shows the mobile operator’s views on the potential of emerging markets.The campaign dubbed ‘Welcome to the New World’ articulates MTN’s belief that emerging markets are on the edge of a brand new world.“This is a world where the distinction between the First and Third World no longer exists and the gap between them narrowed, thanks to digitisation,” said Khaled Mikkawi, the MTN chief executive officer.The initiative has been launched in selected countries across Africa, according to MTN.“This campaign aims to communicate that as MTN we do not believe in the world divide anymore. We believe that we are getting to a new world, a digital world that is a great equaliser.”“This is a space where a mobile handset is not just a phone anymore, but a bank, a jukebox, a mobile office and even a library. “That is a new world that MTN is welcoming its customers to,” Mikkawi added.Mikkawi explained that the campaign showcases and celebrates what makes MTN markets special and what MTN thinks the rest of the word should celebrate and will also illustrate the telecoms’ growth and transition.“We want to create an enhanced user-experience for customers as pursuit of business growth opportunities, especially in the new digital space,” he said.“MTN is focused on driving sustainable growth through digital services, our enterprise offerings and partnerships. “However, it’s equally important for us to drive growth in a manner that delivers value to our customers and communities. We believe that the areas we are exploring in terms of new growth have enormous potential to transform our markets and the lives of our people,” said Robert Rwakabogo, MTN’s acting chief marketing officer. Latest statistics from the Rwanda Utility Regulation Authority (Rura) indicate that out of a population of 10.5 million, a total of 5, 902, 630 Rwandans access mobile phones.
