Case Study: MTN mPulse Spelling Bee

Overview

MTN mPulse is a platform created for teens aged 9–15, with the Spelling Bee as its flagship competition. The event is designed to promote literacy among young consumers. MTN needed a world-class execution that reflected its premium image, built awareness for teen propositions, and created a memorable experience for participants and their families.

Implementation

We delivered a nationwide activation strategy that combined digital awareness and direct engagement. With effective campaigns both online and on-ground, we achieved extensive school outreach across Six regions and 36 states. The activations and a well-branded grand finale created an exciting atmosphere true to the MTN brand. Every detail from guest management to venue set-up was handled seamlessly to ensure a smooth flow of the competition.

Achievement

The MTN mPulse Spelling Bee achieved remarkable impact, with thousands of students participating and schools across all regions actively engaged. The competition also reinforced MTN’s reputation as a brand that champions literacy, education, and youth empowerment. Most importantly, the experience left lasting memories that strengthened brand image and reach.