In 1998, mobile growth in Uganda was uncertain territory. MTN Uganda entered the market with a clear goal: sign up 5,000 subscribers in five years and build a trusted national brand. The environment was competitive, the technology unfamiliar to many, and customer trust had to be earned from scratch. We saw an opportunity to simplify adoption, make the network relatable, and turn ambition into momentum. What was meant to take five years happened in just two days.
Our brief was to build a brand that people could both understand and believe in. We focused on three core moves: educate the market, make the brand promise simple and human, and ensure access was visible and immediate. That clarity helped MTN surpass its five-year target almost overnight. Over the next 12 years, we delivered more than 500 campaigns, introduced the “Yello” greeting that became part of everyday language, and helped MTN grow from a new entrant to a national icon trusted by millions.
