Client: MTN Uganda
Year: 1998
Website: www.mtn.co.ug
Insight
In 1998, MTN Uganda aimed to grow its subscriber base and become a recognized brand. With QG Group’s 3-pronged approach—educating the market, delivering a strong brand promise, and focusing on retail access—the target of 5,000 subscribers was achieved in just two days instead of five years. This laid the foundation for a 12-year partnership that built MTN into Uganda’s most admired brand and introduced its iconic “Yello” greeting, now used across 22 countries.
Brief
Tasked with making MTN Uganda a household name, QG Group was challenged to sign up 5,000 subscribers in five years. Through market education, trust-building, and retail outreach, the goal was reached in just two days. Over the next 12 years, QG launched more than 500 campaigns, won seven major awards, and created the “Yello” greeting. Together, QG and MTN turned a bold vision into Uganda’s biggest brand success story.