The Good Morning Nigeria scheme, according to the architects is a Corporate Social Responsibility (CSR) initiative aimed at subsidizing the cost of calls for subscribers especially at peak hours of 5am-8am. The programme duration is one month, starting from Friday, May 29, 2015 till Monday, June 29, 2015. To enjoy the benefits of this scheme, subscribers are expected to text the acronym GMN to the short code 131 and it is available only on the MTN network.
Speaking on how the initiative would operate, Mr Odia said, “We have discovered that to a large extent, calls in the morning are very top-busy, so you wake up in the morning and you want to make big calls to get information. So we have said that in the morning from 5am to 8am, what happens is that we’re helping subsidize the calls you make. We have about 165 minutes and within this time, if you pick your call and make a complete 3mins call, the next 30mins would be free of charge.”
Apart from MTN Nigeria upon whose platform the initiative is expected to serve subscribers, other brands collaborating with Media Perspectives on the scheme include Jumia, Coca-Cola, ARM Pensions, Leadway
Assurance, Mansard Assurance, and Samsung.
Unveiling the initiative on Wednesday at a Press Conference held at Protea Hotel, in Ikeja, Lagos, the Media Director, Media Perspectives, Jude Odia, said the CSR scheme is aimed at adding value to both customers and clients in an emotive way.
Mr Odia further disclosed that the media buying agency is not propelling the initiative as means to seek profit for itself and its partners or an avenue to launch into the market for new business.
“How do we bring value to our clients and more importantly to our customers? How do we bring value to them? Communication is a key thing, everyday there is the need to call our loved ones or to call our business partners and the more we think about it, the more we say how can we creatively bring value in terms of subsiding call rates for our teeming consumers in Nigeria.
“We’ve gone out of our way as an agency not really thinking about what this would bring to us as an agency or business, but the overall goal of all and what we have done is to partner with the biggest network in Nigeria and see how we can play around airtime which is actually the value that people treasure in terms of calls.”
On how the partnering brands can maximise this unique opportunity, Mr Odia remarked, “Between (the period) when you call somebody and when the person picks up the call, there is always a waiting frame, between 3 seconds or thereabout. We’re saying, that is a very captive connection moment for us to meet our consumers. What we’ve done is that we have turned that inventory into an advertising opportunity.”
Squeezed further by journalists on the agency’s choice of MTN Nigeria as their official partner, the Managing Director/Chief Executive Officer, Media Perspectives, Mr. Tayo Oyedeji, said the track record of the telecoms brand as well as their subscriber base size were prominent factors taken into consideration before signing them up on the initiative.
In his words, “MTN is by far the biggest network in Nigeria. Of everybody that uses a phone in Nigeria, almost 75 per cent of them have an MTN line. So, MTN having the quality of the network and also the breadth in terms of the number of people was obviously the logical operator to partner with.”
On the cost implication of the initiative, Mr Oyedeji said, “When you want to do good, the cost is the last thing that’s on your mind because the goal of these corporate organisations is to help Nigerians.”
Media Perspectives is the number one media independent buying agency in Nigeria by the size of business, in terms of earnings and also, reputation for excellence.
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