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For leading communications company MTN, World Cup ads and sponsorship on BBC World News provided the perfect media line-up for raising its profile and boosting brand favourability in Africa and the Middle East.
- Raise MTN’s brand profile in Africa and the Middle East
- Increase brand favourability
Long-term sponsorship of key elements of BBC World News sports and travel coverage enabled MTN World Cup ads to reach its target audience across Africa and the Middle East. The campaign began during the tournament’s qualification phase, with sponsorship of Sport Today’s coverage and results tables. It continued with sponsorship of Fast:Track’s World Cup City Guides and achieved extra impact through targeted MTN advertising on BBC World News and a sponsored World Cup Countdown Clock.
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MTN World Cup ads achieved 97% favourability among those exposed to them on BBC platforms1
“The perfect platform for our African United campaign across Africa and the Middle East.”
Jennifer Roberti, General Manager, Global Brand and Sponsorship, MTN
1 BBC AdScore South Africa, July 2010