Evaluating MTN’s new TV commercial as society’s enabler
Latest TV commercial by the telecom giant, MTN is really evoking, emotional and instructive. The refreshing commercial is a well created concept to play up the narratives of MTN which paid $285m for GSM license in January 2001, as enabler to the Nigerian populace by being present in every aspect of their lives. Daniel Obi examines the commercial in line of its concept.
Globally, the blind pursuit of profit by organizations over ethics and morality has distorted the creation of economic values in such manners that also generate appropriate value for the society. Many organizations tend to pursue profit to the detriment of societal values and when corporate social responsibility is initiated, some of the CSRs contrast the acceptable norm of shared value. But when one watches the latest commercial by MTN, hope is rekindled that some organizations like the telecom company has altruistically touched lives, creating economic values and making impact in the society without such fanfare celebrations.
The 1.30 minutes commercial which evokes emotions was constructed in about eight sequences to underscore MTN’s deep intertwining relationships (value sharing) between individuals and different societies wherever they are.
The concept of the commercial which is not for a particular product sale expresses and captures MTN as an enabler institution to the cause of the Nigerian populace. It executes most of its CSR under its Foundation established in 2004 to help reduce poverty and foster sustainable development in Nigeria.
“In September 2004, MTN Nigeria Communications Limited consulted with a diverse group of stakeholders across the country to ascertain the needs of the Nigerian people. The findings of this rich consultative process enabled the development of a more focused strategy under the three portfolio areas, Education, Health and Economic Empowerment. In conjunction with local and international partner organisations, MTN Nigeria Foundation remains committed to improving individual and communal lives through social investment projects that nurture people’s inherent abilities, care for and respect people’s dignity and help create economic value in their lives. The Foundation has been able to produce an overall positive impact on society, as evidenced in the numerous awards it has received over the years”, it said in its Website.
The latest and exciting commercial entitled ‘MTN from the beginning’ that could be re-entitled ‘we were there’ opens with the message of financial assistance to a young man with a dream who no one gave a chance, but MTN was there for him. He translated his dream to reality and the business prospered.
Also and expectedly, many ‘marriages’ could have been consummated through MTN network calls which was the message of the second episode in the commercial. The delightful baritone voice-over put it succinctly “We were there when Yello led to ‘I do’
MTN Foundation plays significantly in the health sector and it was indeed emotional when the commercial reminded viewers with a message of restoring sight of an individual who behold the beauty of his family. The individual understands the power of sight and could only be grateful to God and MTN.
MTN was indeed there when hope was restored and joy rekindled in the family of Great Nkor, a lad who suffered 3 degree burns but the family was helpless. MTN Foundation took up the challenge, restored Great and his family’s hope. MTN also pledged N2 annually for his education. Today, the family feels as part of MTN family bonded by a strong loyalty cord.
The empowerment of Chidinma Ekile who is now a top musician, discovered by MTN project fame has achieved a remarkable milestone, growing to become an entertainment icon. In 2009, young Chidinma heard about MTN Project Fame West Africa music reality TV show on television. The church chorister entered for the maiden edition alongside other contestants numbering about 8,000. She was subsequently shortlisted. On September 26, 2011 Chidinma won the third edition of Project Fame West Africa, with prizes which included N2.5m cash, a 2011 Rav 4 and an album production deal to cater for her album recording, plus music videos. Today she is famous.
There are many people like Chidinma, Great Nkors which MTN Foundation had been there for. In education, health and empowerment, MTN Foundation has played a significant role, restoring hope and enabling individuals to discover themselves. The Foundation, it is said has spent over N13billion on 341 projects sited across the 36 States of the Federation and the FCT and it is ironical that in spite of all these projects many people don’t know much about the foundation, according to a survey by NOI.
An impressed Babatunde Fashola, immediate past governor of Lagos State at the MTN Foundation 10 years anniversary declares “MTN Foundation stands acquitted of excess publicity”. This lack of consciousness for publicity is in tandem with the foundation’s philosophy “to ensure that CSR policies and practices in corporate Nigeria are not motivated by the need for publicity, but are driven by genuine commitment to improve the quality of life of the communities where it operates”.
“At MTN, we believe in the greatness and talent of the Nigerian people and will continue to provide enabling platforms for Nigerians to achieve their dreams in their personal and business lives. This is why we are saying to Nigerians that MTN is here for you to support your dreams and aspirations” says Richard Iweanoge, General Manager, Consumer Marketing, MTN Nigeria.
It is thrilling that MTN in the new commercial, affirmed their promise to be there for individuals, communities and the nation. “Movies created a billion dollar industry, we were there. And when tomorrow comes we will be here leading a bold new digital world, supporting our country and million other people where many will break new grounds because MTN believes Nigeria’s future holds more promise that our past”.
MTN Foundation CSR is not about what an expert described as “CEOs cutting ribbons, opening bore holes or new classrooms and then go home believing that their companies are model Corporate Citizens” but theirs is a silent revolution touching lives.
The latest TV commercial will certainly pass some tests as it has characteristics of humour, entertainment and learning values without promoting any product per se but simply stating “here for you, here for life”.