Airtel launched Club 10/10 and Globacom answered with G-Bam Hi5ive. G-Bam Hi5ive, Glo’s youth targeted marketing campaign allows subscribers to call five special numbers at only five kobo per second and allows them to browse Facebook for free from 1 am to 6 am daily. Since its launch, Glo has aggressively targeted students, launching the G-BAM Scholar program which offers a scholarship of USD5 million for 1,000 students.
However, the telecommunications company did not stop there. It recently launched G-Bam Hi5ive at University of Nigeria, Nsukka as part of its strategy to market the product in university communities. Known for its celebrity marketing campaigns, Glo showed up at the campus with Nigerian celebs like Flavour and Mona Lisa Chinda.
Clearly, the hope is that through their outreach efforts, Nigerian students would migrate to the Glo Network and help popularize it amongst their friends. With about 1 million + Nigerian students in institutions of higher learning this is both a smart short term and long term strategy. By encouraging students to switch to Glo, (pending reliable service), they are locking them in as future customers long after they leave university.
It will be interesting to see if Airtel responds to Glo’s university outreach strategy by launching a blitz across Nigerian schools.
Their choice of artiste would obviously be a no-brainer; Naeto C!