Football Fans Chant Competition
Helping MTN capitalize on the 2014 FIFA World Cup season.
Overview
In the midst of the fervor surrounding the 2014 FIFA World Cup season, MTN, a prominent African telecom company, sought to elevate its brand and bolster sales in Nigeria. Teaming up with Kiss FM, a leading radio broadcasting firm, MTN organized the Football Fans Chant Competition (FFCC). Grappleline, the digital agency at the forefront, was entrusted with developing and executing a comprehensive digital media campaign for the event.
FFCC Logo
My role
As a Graphic Designer at Grappleline, I collaborated with a dynamic team, including an Art Director, Digital Strategist, Social Media Manager, and a Web Developer. Our mission was clear: leverage digital media strategies to drive awareness, monitor the competition's progress, and measure its impact.
Main campaign banner
Ad on Facebook
How to participate
The FFCC invited soccer enthusiasts and emerging artists from across Nigeria to submit a short clip of their unique soccer chants for qualification.
FFCC on Twitter desktop
FFCC on Facebook desktop
Driving engagement
Our campaign heavily relied on captivating visuals to foster interest and social engagement. Daily content production addressed prospective contestants' inquiries, emphasizing MTN's requirement for participants to use an MTN number—a strategic move for the voting phase.
Ad design and FAQs on IG
Countdown information
Some selected contestants
The winner went home with N5 Million Naira.
The stakes were high, with the ultimate victor walking away with a substantial prize of N5 million Naira.
FFCC winner
Outcomes
During the three-month campaign from May to June, the FFCC achieved remarkable results. Over 70,000 website views were recorded, maintaining an impressive average bounce rate of 48%.
Google Analytics traffic report
Highlights
Striking Visuals: Aesthetically appealing banners and ads across various platforms.
Engagement Tactics: Daily content creation and FAQs addressed contestants' queries.
Strategic Partnership: Collaboration with Kiss FM added a layer of credibility and extended reach.
Conversion Success: MTN's requirement for contestants to use an MTN number facilitated seamless voting.
Conclusion
The Football Fans Chant Competition not only successfully engaged a wide audience during the 2014 FIFA World Cup season but also showcased the power of digital media in driving brand awareness and customer interaction. Grappleline's strategic approach and creative execution contributed to the campaign's triumph, leaving a lasting impact on MTN's brand presence in Nigeria.
