Client: MTN Nigeria Communications

Project: MTN Lagos International Half Marathon event

Synopsis: There was a growing apathy all over the country against all the GSM operators due to what was considered as a tariff rip off. As the leading telecom service provider, MTN did everything possible to surmount the challenge by developing more strategic ways to bond emotionally with its core target publics. As part of the strategic measures, it came up with the MTN Lagos International Marathon in 2002, as an annual event. However, the 2004 edition was faced with a challenge.

Situation Analysis: MTN was looked at as distant and in extreme cases, arrogant. To worsen its case, the day chosen for the 2004 edition of the MTN Lagos International Marathon had been declared by the Lagos State Government as environmental sanitation day when movement was restricted in the early hours. It was as if MTN was out to challenge the authority of the host government.

Dates for international marathons are fixed at least a year ahead to fix into the global marathon calendar. Changing the date would have made it impossible to have any world class athlete participating in the event. This would have severely dented the image of MTN and Nigeria in international sports circles as incompetent. Most importantly it would have frustrated the progress already made with the international Association of Athletic Federations (IAAF) which had already listed the event and date on its website.

On the other hand, the Lagos State Government felt it would be weakening its resolve on environmental issues if it postponed the re-introduced sanitation exercise.

Both sides went to war. The media was the theatre. Both sides sought to prove to the world that its position was right. On its part, MTN continued to insist that the Lagos State Government had a moral and business obligation to rescind its decision and allow a strong place branding event go ahead. The argument not only failed, it also created a serious schism between top government officials and top MTN executives. It was a scenario full of mutual suspicion and rancour.

Eventually the Government had its way and the marathon held in the hot afternoon when the environmental exercise had ended. It was shorn of its usual brilliance and the great logistical support that could have come from the state government had things gone the other way.

The Challenge: Develop and execute a plan that would ensure that the Lagos State Government gives full support to the 2005 marathon and that the loss of face suffered by MTN in the public’s eye is redeemed.

Our Strategy: We engaged, involved and integrated the Lagos State Government into the MTN Lagos International Marathon event. We also created a true sense of ownership for the Government and people of Lagos State and exploited the new found bonding to create the groundswell towards organising the most successful marathon ever.

Tactics: Step one was to offer the role of Host sponsor to the Lagos State government. Step two was to appoint the Governor of Lagos State as Patron of the marathon and the step three was to appoint the honourable commissioner of sports to the position of Honorary Chairman of the Lagos Marathon. We mobilised respectable third parties to our cause and were able to make them accept these largely symbolic but committing roles.

After this stage was successfully accomplished, we moved into the public arena, presenting a united picture of MTN and Lagos State working towards the biggest sporting spectacle of the year. The practical demonstration of that accomplishment was the stockholders’ forum for the Lagos marathon. Initiated by consultancy to cement the bonding process between MTN, government and the people, it was attended by four serving commissioners, Oba of Lagos, several top sports dignitaries and representatives from all the local government areas involved.

The media execution adopted a roundhouse effect method, deploying interviews, news and features from both top officials of the state government and MTN. Consultancy also ensured media content from other notable sports and non-sports personalities lauding the efforts of MTN on it’s unique new partnership with the government.

Results: The 2005 MTN Lagos International Half Marathon achieved the record of the best organised marathon ever in Lagos. This was largely due to the great logistical support received from the Lagos State government. This included massive support in the areas of health personnel, transport, security, traffic and publicity (the state government media houses including LTV and Eko FM came in to support).

The entire project rubbed off excellently on client’s overall corporate image, delivering over N50 million worth of unpaid for publicity apart from the collateral benefits involved. Not only was our client, MTN deeply satisfied, the Lagos State Commissioner for Sports, Barrister Opeyemi Bamidele was so impressed that he immediately briefed us to handle the PR and events planning for the Lagos State Sports Festival which we successfully consulted for.