In a vicious manner, Airtel, one of Nigeria’s major mobile telecom company has launched a demarketing campaign targeting MTN, the market leader with over 40% market share.
With series of TV commercial and billboard advertisements, Airtel portrayed MTN’s customers as frustrated lots with no end in sight to their worries. In the TV commercial attached below, Airtel showed an MTN subscriber whose yellow-coloured bag took off and started running away from him. He followed the bag to an Airtel shop where a red bag was handed over to him.
To make matters worse, Airtel is now using the same recharge code with MTN ‘*555*1#’ telling customers that they can get five times value from their recharge.
Bogged down by the heavy fine imposed on the company by the federal government of Nigeria for not deactivating unregistered lines; is MTN in the mood to reply Airtel’s brazen attack on its brand equity and customer perception?
We will keep you posted.