The 2014 FIFA World Cup season saw the Football Fans Chant Competition (FFCC) take place. One of Africa’s top telecom companies, MTN, wanted to take advantage of this season to grow its brand and boost sales for its Nigerian operations.
The telecom company partnered with Kiss FM, a leading radio broadcasting firm in Nigeria, to organize and host this competition. Grappleline, the digital agency I worked at, was asked to develop and execute a full digital media campaign for this competition.
I worked as a Graphic Designer on this project, with a small team comprised of an Art Director, Digital Strategist, Social Media Manager, and Web Developer. The goal was to use digital media strategies and tools to drive awareness of the competition while monitoring its progress and measuring the outcomes.
How to participate
Soccer fans and upcoming artists from all over Nigeria were asked to record and submit a short clip of their soccer chant in order to qualify.
Visuals were a major part of the campaign. In order to increase interest in this competition and drive social engagement, my team and I worked to produce daily content.
We also produced content with respect to what prospective contestants were inquiring about. MTN, being the organizer requested that contestants use an MTN number to participate. This came in handy when the voting window opened.
The winner went home with N5 Million Naira.
Over 70,000 website views with an average bounce rate of 48% were recorded during the campaign’s three-month run between May and June.