Breaking the Mould: MTN’s ‘Live it 100’ Campaign as Catalyst for Youth Market Revolution

As MTN Nigeria unveils a youth-focused “Live It 100” campaign, Raheem Akingbolu writes on how the brand has for years deplored impactful campaigns and initiatives to galvanise consumer loyalty and bond more with its patrons.

The relevance of any brand is adjudged by many criteria. In the Nigeria market, MTN is obviously one of the few brands that have demonstrated unique elements for feasibility, relevance, and sustainability.

A school of thought summarises brand strength under the premise of presence and voltage.

In view of this school of thought, presence is a measure of how many people know about the brand and understand what it has to offer. A brand with a high level of presence will enter a buyer’s consideration set more easily than a brand with a low presence.

Voltage, on the other hand, is a relative measure of how efficiently a brand converts people from low to higher levels of attitudinal loyalty, which in turn increases the pace of purchase.

A brand with a high voltage score is positioned well to grow its share of sales in its product or service category.

For MTN Nigeria, it’s simply a high voltage, considering its investment in various segments of the market. Through campaign, CSR, and sponsorship, MTN has touched the youths, women, and other stakeholders and earned their trust.

In line with its trajectory, the tech company recently unveiled its youth-focused “Live It 100” thematic campaign at the close of The Gathering on 100, a five-day, non-stop cultural experience held at the National Stadium Surulere.

The event – The Gathering On 100 – which ran for 100 continuous hours, brought together thousands of young Nigerians in a fusion of music, sports, gaming, and creative showcases, transforming the Surulere landmark into a hub of round-the-clock activity. The Gathering On 100 had a clear goal – give young Nigerians a safe place to be themselves. This was evident in the activities and experiences curated by young Nigerians for themselves. Networking Lounge, Peer mentorship and co-creation space, Workshop Skills Spot, Pitch competition, Runway Fashion showcase and creator-led runway sessions, Content Creation Space, Photo Area, Games (VR and board), were some of the interest areas and activities. These and more ran on for 100 hours.

From the ground, the atmosphere was electric. Attendees moved seamlessly between stages and activity zones, while others stayed through the night to witness sunrise sessions that became symbolic of endurance and shared experience among participants.

The defining moment, however, came on the final night when a spectacular drone display illuminated the Lagos skyline, drawing loud cheers from the crowd. The aerial performance, choreographed with lights forming symbolic patterns and brand expressions, marked a rare technological showcase in the city.

Industry observers note that only a handful of such drone shows have been staged in Lagos, including those linked to global retail giant Amazon, luxury brand activations, and elite sporting gatherings such as the Lagos Polo Club, placing MTN’s display among a select group of high-profile productions.

At the climax of the event, MTN Nigeria and organisers formally introduced “Live It 100” as the central message driving the movement, reinforcing a philosophy built on youth expression, creativity, and ownership.

Chief Executive Officer of MTN Nigeria, Karl Toriola, who addressed participants, said the initiative reflects the company’s evolving engagement with Nigeria’s youth population.

“The energy we have witnessed here in Surulere over the past 100 hours is proof of the unstoppable spirit of the Nigerian youth. Our strategic intent was to position MTN as the critical engine behind this vibrant youth movement, ensuring the brand is seen as an enabler, not an intruder. The Gathering is the fire; MTN is the oxygen,” he said.

Also speaking, the company’s Chief Marketing Officer, Onyinye Ikenna-Emeka, noted that the outcomes from the event demonstrate the value of youth-led engagement.

“The ideas and partnerships formed over these 100 hours show exactly what happens when corporate Nigeria is finally listening to young Nigerians. By supporting The Gathering, we are not just celebrating culture; we are actively investing in their economic potential,” she said.

A key highlight of the programme was the Pitchathon segment, where emerging startups presented their innovations before judges, investors, and a live audience in an open, unscripted format that prioritised authenticity over corporate branding.

Beyond entertainment, the event underscored the growing influence of digitally connected young Nigerians who are increasingly shaping conversations, industries, and economic opportunities on their own terms.

As activities wound down after five days of continuous engagement, MTN Nigeria reaffirmed its commitment to expanding The Gathering on 100, positioning it as a long-term platform for youth-driven innovation and cultural expression in Nigeria.

Looking back into its business activities in the last 25 years, MTN’s corporate philanthropic gestures – from the ‘Schools Connect and Universities Connect,’ to the provision of critical medical equipment in hospitals and primary health centers, to training of lady mechanics and support to other economic empowerment and a host of other initiatives – have been a huge success, making great impacts across communities and cities in the country.

To remain relevant in the market, the brand has refused to be boxed into a corner. At least, one would have thought that, having allocated as much as one percent profit after tax (PAT) to humanitarian gestures, and having achieved enormous impact, MTN could as well be coasting in the euphoria of these achievements. No!

Perhaps, that’s why the company, a few years ago, went ahead to dedicate 21 days annually to engage in further humanitarian activities. The period, known as ‘21 days of Y’ello Care,’ was MTN’s employee volunteer programme, when thousands of staff of the telecommunications company go out and engage in activities that positively impact the Nigerian people.