In Cameroon, the only thing they love more than soccer is Cameroonian soccer’s biggest star, Samuel Eto’o – former national captain and four-time African player of the year. He’s a global great of the game, but in this West African nation, he’s a living legend.
So when Cameroon’s Twittersphere created #etoopeut (#EtooCan in English), a hashtag dedicated to all his amazing, and often farcical feats, we did the impossible. We signed him up for MTN’s new brand campaign. As #EtooCan grew in popularity, so did the ridiculousness of his feats. Tweets included gems like “#EtooCan make Putin smile”.
Only three months before, MTN had launched 4G LTE in Cameroon. It needed a strong follow-up campaign to bring back brand love. So we brought Samuel to the people and showed them just how amazing he can be with MTN. The television commercial was part of a far bigger campaign that worked off the platform, “Eto’o can do the amazing, and so can you with the most amazing network in Cameroon.”
