How the Globacom Brand Fared in 2015
Raheem Akingbolu writes on the contribution of media mentions to the growth of telecommunications brands in 2015 and how Globacom led the chart
The competition in the telecommunication sector continued in 2015 with the operators trying to outdo one another through various initiatives. To this end, all the media platforms were flooded with news about the activities of the brands. Aside other areas, all the players built affinity around their brands through product innovation, repackaging of mobile data, CSR and promotions. According to a report prepared by an Independent Media/ PR Measurement agency, based in Ikeja, Lagos, Globacom began to lead from January and maintained the tempo throughout the year. Among other platforms; the company leveraged on Glo Lafftafest which was held in 18 cities over four months and Glo Slide ‘N’ Bounce, held in 18 cities across.
Meanwhile MTN also did a lot in the year under review especially with regard to its CSR vehicle, MTN Foundation, which coincidentally clocked a decade in 2015. It was also a good year for Airtel Nigeria as the company rolled out many activities, including breast cancer awareness initiative and an initiative tagged ‘millionaire promo’. For Etisalat, it was a year of empowerment as a lot of things were achieved through its youth’s initiative –Cliqfest, which was used to bond more with the youth segment of the market.
Early results Industry coverage recorded 732 positive reports to set Industry Average mention mark at 183 appearances per operator in January. MTN was recorded to have reached the average index with 183 positive mentions while Globacom surpassed it with 294 positive reports. Etisalat and Airtel fell below the average mark with 154 and 101 positive reports respectively.
Airtel came last on the coverage log with an aggregate of 104 mentions: 101 positive reports; 1 negative; 2 neutral; 51 news stories and 53 press photos.
The operator attracted 13.8% of positive industry mind share. Media mileage for the firm was basically beamed on coverage of Airtel Touching Lives, which generated 44 reports.
MTN recorded a total volume of 187 mentions to emerge 2nd on the media table. The operator secured 25% of positive media share. Share of voice for the telecoms firm spread across 183 positive mentions; 1 negative; 3 neutral; 95 news stories and 92 pictorial news.
Globacom led media coverage with an aggregate of 297 reports: 294 positive mentions; 1 negative; 2 neutral; 182 new s stories and 115 press photos. The operator attracted 40.2% of positive share of voice.
Etisalat came 3rd with 154 all positive appearance to secure 21% of industry positive coverage. Media mileage for the telco generated 83 news stories and 71 photos.
Agreement with Vodafone One of the many ways through which Globacom Nigeria shone brightly in 2015 was the impact it made through its agreement with Vodafone, which enabled handlers of the brand to showcase their plan for improved customer satisfaction. During the event, Glosubscribers were promised a new phase of innovation-leadership and unrivalled quality of service.
The agreement was formally unveiled to the public at a high profile ceremony attended by top officials of the two companies, senior officials of British High Commission, top government officials, Globacom’s brand ambassadors, high net worth customers, captains of industry and other categories of guests at the Eko Hotel, Lagos.
It was stated that under the Partner Market Agreement covering Nigeria and Benin Republic, Globacom and Vodafone would work together to significantly enhance the experience of individual and corporate customers in terms of access to more robust bouquet of telecom products and services as well as improved service quality levels.
Glo sponsored Ovation Carol, Lagos Fiesta The end of the year is always a celebration time globally. Aside the Christmas celebration, it is a time of the year when everybody, regardless of religious affiliation, class and job specification, sets aside to catch some fun with families and friends. Being a crowd pulling period, Globacom has since realised the need to also key into the event to roll out activities that would demonstrate its love for customers.
That is why the Ovation Carol sponsored by Globacom attracted considerable reports from various platforms. The 2015 edition was particularly memorable because of the accolades poured on its founder, Mike Adenuga by individuals and organisations. Meanwhile, the fact that the event attracted entertainment icons like the American music legend, Evelyn Champagne King and Wizkid, made it attracted more media mention.
The carol, anchored by Nollywood actor, Richard Mofe-Damijo and on-air-personality, Daala Oruwaari was themed: Christmas in Lagos, it’s all about hope.
Equally, at a time many people were thinking Nigerians would miss the action and the glittering lights to celebrate the end of the year in 2015, Globacom quickly responded and filled the gap with an innovative five-day long end-of-year celebrations tagged ‘One Lagos Fiesta’. Though it was introduced by the current Governor of Lagos State, Mr. Akinwumi Ambode, Globacom threw its weight behind the project as major sponsor. The build up to the event gave the Glo brand the attention it required.
Glo Music With its various entertainment platforms, Globacom has always connected the youths and the media. Till date, Slide ‘n’ Bouncemusical concert and Laffta Fest comedy remain enduring and most impactful ways through which the company helps in transforming lives and empowering Nigerian youths.
Last year, the two entertainment shows were taken around Nigeria. At the Lagos and Abeokuta events, the promoters of the brand stated that it was organised to excite Globacom teeming subscribers across Nigeria. Glo Slide ‘n’ Bounce musical concert took place at the OK Events Center, Abeokuta in October, while Laffta Fest comedy show was held at the Flora Hall, Santos Egbeda, the same month.
The two shows were flagged off on August 29 and 30 respectively, and were both used to entertain thousands of Glo subscribers across nine locations namely, Ibadan, Port Harcourt, Victoria Island, Surulere, Benin, Ikorodu, Ijebu Ode, Awka and Abeokuta.
Wi-Fi roaming In today’s business and social environment, access to seamless internet services has become a key factor in enhancing productivity. No wonder, things are changing fast across the world and at every moment, business owners and fun seekers want to remain connected. Globacom knew this early enough and acted fast.It was not by accident however that the company was named as the operator with the highest number of new subscribers in 2015. As a total ICT solutions provider, the company last year unveiled Wi-Fi roaming to give its teeming subscribers seamless connectivity when they travel to 42 countries.
The service gives Globacom subscribers who travel outside the country access to over 300,000 hotspots in 42 countries around the world.
According to a press release issued in Lagos, Chief Commercial Director, Globacom, Mr. Ajay Mathur, said Globacom subscribers on prepaid and postpaid platforms would be able to enjoy exceptionally fast Wi-Fi speeds on their mobile devices or tablets in popular locations such as airports, hotels, restaurants, stadiums and coffee shops in the countries where the offer is available.
“The Glo Wi-Fi roaming plans are like passes which grant our subscribers access to their favorite social media applications, websites or emails on any Wi-Fi-enabled mobile device or tablet. It automatically connects them to thousands of hotspots when they travel,” Mathur said.
Glo, NHIS Mobile Health Insurance Product With its partnership with the National Health Insurance Scheme (NHIS) for the unveiling of the National Mobile Health Insurance Product, Globacom used last year to demonstrate the popular saying “health is wealth.
The mobile health insurance product was though launched in Abuja by top Globacom officials and senior officials of the NHIS, news of the event spread fast. Speaking at the ceremony, Globacom’s Regional Chief Marketing Officer, Mr. Ashok Israni, said the package was developed in partnership with the NHIS to take health care of millions of Nigerians through their telephone handsets.
“There are millions of Nigerians yet to tap into the immense benefits of health insurance. This initiative will open a viable avenue for some of these people to come under the health insurance coverage, enabling them to sign up for one of the many Health Management Organisations accommodated in the scheme,” said Israni. According to him, Glo subscribers were required to dial *616# on their mobile phones and be instantly admitted to the Glo Health platform, where they can follow a simple registration process.
Glo and SMEDAN partnership At a time Nigeria economic drivers were clamouring for the growth of the SMEs, Globacom had announced a partnership with the Small and Medium Enterprises Development Agency of Nigeria (SMEDAN) to support 17 million small and medium business owners in the country.
The partnership which was planned to cover about 17 million entrepreneurs under SMEDAN was seen as a huge stimulus to boost economic growth in the country.
Officials of the two organisations signed a memorandum of understanding (MOU) on the partnership at a press conference held in Lagos last year.
Giving details of the agreement, Globacom’s Head, Corporate Sales, Kamaldeen Shonibare, said that the company would through the partnership empower small and medium enterprises who are members of SMEDAN in their businesses by providing them access to grants, soft loans and capacity training programmes.