MTN Airport Taxi Campaign

MTN Airport Taxi Campaign: Innovative Transit Advertising

First-to-Market Airport Taxi Branding Initiative

UGX 56M

Direct Airtime Sales

100%

Exclusive Rights

High-Value

Traveler Audience

The Challenge

MTN Uganda sought to capture the attention of international travelers and business executives arriving at Entebbe International Airport. These high-value customers represented significant revenue potential, but traditional advertising was proving ineffective in this competitive environment.

Our Strategy

We developed a first-of-its-kind exclusive airport taxi advertising campaign that included:

Exclusive Partnership: Securing exclusive advertising rights with the airport taxi association
Driver Incentive Program: Creating a commission structure that motivated drivers to actively promote MTN products
Point-of-Sale Integration: Equipping each taxi with the ability to sell airtime and SIM cards directly to passengers
Brand Dominance: Comprehensive vehicle branding that created high visibility throughout the airport zone

Implementation

Our innovative campaign included:

Taxi Transformation

Full exterior branding of airport taxis
Interior promotional materials
Branded driver uniforms and identification
Vehicle maintenance incentives

Driver Engagement

Comprehensive product training
Sales commission structure
Performance incentives
Regular engagement meetings

Results Delivered

Direct Sales

Generated UGX 56 million in direct airtime sales to arriving passengers, creating immediate revenue.

Market Leadership

Established MTN as the first point of contact for arriving international visitors requiring mobile connectivity.

Premium Customer Acquisition

Successfully targeted high-value business travelers and expatriates who typically have higher ARPU (Average Revenue Per User).

Marketing Innovation

Created a first-to-market advertising concept that competitors were unable to replicate due to our exclusive partnership.

"Motion Media's airport taxi campaign demonstrated exceptional creative thinking and execution. They identified an untapped marketing channel and transformed it into a significant sales pipeline. The direct revenue generated exceeded our expectations, and the brand visibility among our premium target audience was invaluable."
- MTN Marketing Manager

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Project Information

Client: MTN Uganda
Category: Telecom
Location: Entebbe International Airport
Duration: 18 Months
Target: International Travelers
Key Services: Transit Advertising, Direct Sales, Partnerships