Last year in Nigeria, African telecoms group MTN doubled its mobile money transaction volume, deployed 4G in over 9,000 new sites, and bought spectrum for its 5G rollout. On Feb. 27 while unveiling its new logo at Lagos’s Eko hotel, the company sold these milestones as a bundle that will boost its appeal to Gen Z customers.
The logo change was nothing fancy, ditching a clash of four colors for a black rendering of an encircled ‘MTN’ – projecting the company as embracing agility. Adia Sowho, and Emamoke Ogoro, the company’s chief marketing officer and brand communications general manager respectively, paid homage to the tech buzz that has made Nigerian startups fascinating to global investors.
And so pledging to be forward-looking, MTN treated that evening’s audience of employees, influencers, and journalists to a live cameo by Ayra Starr, a vivacious singer who hadn’t yet been born when the company entered Nigeria in 2001.