MTN Nigeria – Qatar 2022 FIFA World Cup

Project Name

Qatar 2022 FIFA World Cup

Client's Name

MTN

Project Background

MTN Nigeria, a leading telecommunications company, partnered with Rock Thompson, to provide a once-in-a-lifetime experience for select MTN HNI customers. As part of the initiative, MTN Nigeria sought to offer an exclusive, high-end hospitality experience to their loyal customers during the 2022 FIFA World Cup in Qatar. This bespoke program aimed to enhance customer engagement, loyalty, and brand image through an unforgettable football experience.

Rock Thompson's Role

Objectives:
Enhance Customer Loyalty: Reward MTN's most loyal customers by offering them an exclusive FIFA World Cup experience.

Brand Positioning: Reinforce MTN's commitment to delivering exceptional customer experiences and creating lasting impressions.

Seamless Event Management: Ensure the smooth execution of a high-touch hospitality experience during a global event like the World Cup.

Key Goals:
VIP Experience: Provide MTN customers with VIP access to World Cup matches, including luxury seating, backstage access, and premium amenities.

Cultural Immersion: Offer customers a chance to experience Qatari culture, from fine dining to unique entertainment options.

End-to-End Logistics: Handle the complex logistics of travel, accommodation, and match schedules to ensure customers had a hassle-free experience.

Exclusivity & Engagement: Design an experience that felt exclusive, ensuring customers felt valued and directly engaged with MTN's premium brand.

Rock Thompson's Role

Strategy & Implementation:

1. Pre-Event Preparation:
Rock Thompson's team worked closely with MTN Nigeria to curate a tailored hospitality package. This involved:

Curating Packages: Offering bespoke packages for customers, which included flight arrangements, hotel accommodations in luxury properties, premium seating at stadiums, and access to exclusive events.
Partnerships with Local Vendors: Rock Thompson leveraged its local network in Qatar, collaborating with high-end hotels, restaurants, and transportation services to ensure all logistics were seamlessly handled.
Customer Selection: MTN Nigeria identified top-tier customers through a loyalty program, and Rock Thompson helped to craft personalized invites to engage the selected participants.

2. On-the-Ground Experience: Upon arrival in Qatar, Rock Thompson ensured every detail was taken care of:

VIP Hospitality Lounges: The team set up exclusive lounges for MTN guests, featuring premium food and beverages, providing a relaxed yet luxurious setting before and after matches.
Match Day Logistics: VIP tickets were distributed, and dedicated concierge staff guided attendees to their seats, ensuring they had everything they needed.
Cultural Engagement: Guests had the opportunity to attend special cultural events, private dinners with local celebrities, and exclusive networking events with football legends, enhancing the overall experience.

3. Customer Engagement and Feedback:
Throughout the event, Rock Thompson ensured real-time feedback from MTN Nigeria's customers. This was facilitated via:

Personalized Services: Guests had access to personalized services, such as private tours of Qatar, exclusive shopping experiences, and meet-and-greets with football stars.
Social Media & Brand Visibility: MTN Nigeria encouraged guests to share their experiences on social media, amplifying the brand's presence and reinforcing the luxury and exclusivity of the experience.

4. Post-Event Follow-Up:
After the conclusion of the World Cup, MTN Nigeria used feedback gathered by Rock Thompson to evaluate customer satisfaction. The company implemented follow-up surveys and sent personalized thank-you notes to all customers who attended. They also created exclusive content showcasing the experiences of the guests, which was shared through MTN's channels.

Achievements

Customer Satisfaction: 95% of MTN’s selected customers expressed high satisfaction, praising the seamless execution and luxurious experience.

Brand Loyalty: MTN reported an increase in customer engagement, with many attendees showing stronger brand loyalty and advocacy.

Market Positioning: The exclusive FIFA World Cup experience significantly boosted MTN Nigeria's brand positioning, associating it with luxury, high value, and exceptional customer care.

Social Media Impact: The event generated a significant social media buzz, with customer-generated content helping amplify MTN’s presence and connect with younger, digitally-savvy audiences.