MTN Ghana, the leading provider of telecommunications services who is a leader in technology and innovation has taken the lead again as they introduce a new scratch card.
The new introduction – the MTN Scratch cards is said to adopt the MTN illustration style to reflect their new Corporate brand Identity. It’s designed to capture our brighter live positioning as humans, which is done, through the environments, characters and objects we depict as a people.
The scenes on the card particularly showcase our world bathed in light. A world not always as it is but as it will be. Thus, through contemporary architecture and bright, saturated colour MTN demonstrates the benefits they offer in this modern connected world which touches nearly every aspect of their customers’ lives. The illustration style gives the opportunity to present these offerings in nearly every environment the customers are in – from marketplaces to high rise office towers, from city streets to family homes which are demonstrated in the GH¢2, 5, 10 & 20 respectively.
Again, the characters as seen depicts the traits of their brand personality – being bold, optimistic, exciting and fun. Which seeks to remind clientele saying, ”We are for everyone. We span across the length and breadth of Ghana.”
These illustrations embossed on the new cards exhibit MTN’s offerings and demonstrating how everyone can enjoy the benefits of a modern connected life. Objects such as devices, cars, laptops and screens only go to reflect our modern state of today. Thus the illustrations allows deploying our brand assets in ways that bring our oval, our colours and our brand personality to life.
So in sum, from a messaging point of view, the GH¢2 is used to articulate the value we offer as a business and amply captured in the copy: ‘There’s something for everyone. Dial *505# to choose from a wide range of value offers’. The GH¢5 denominated card allows us to pitch our digital proposition with the copy: ‘Live brighter. Visit mtnplay.com.gh where entertainment lives’. The GH¢10 card which depicts the marketplace allows us to entire digital payment narratives, a phenomenon amply embodied in the MTN MoMo value proposition and finally the GH¢20 card used to champion our data offering which can be accessed via *138#.
