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Upstream, a provider of mobile marketing solutions, announced it will power a series of successful localized mobile marketing campaigns across West Africa for MTN as part of the Group’s official FIFA World Cup sponsorship activities.

Upstream will provide MTN (News - Alert) with create large-scale Mega Promotions for three of the group’s West African markets namely Nigeria, Ghana and Benin.

With World Cup activities coming to an end and the campaigns drawing to a close, the response from users is overwhelming. This has boosted ARPU and generated a high level of excitement from MTN customers in each country after creating instant big winners.

The three campaigns were launched simultaneously and were carefully constructed to fit unique consumer behavior and demographics in each of the three countries. With this campaign Upstream’s sophisticated mobile marketing communications suite has once again proven its reliability in delivering optimized, relevant, communications that engage and create positive and profitable interactions with every one of MTN’s participating customers.

Nikos Moraitakis, VP Business Development at Upstream remarked that most Mobile operators like MTN are not looking for a cookie-cutter approach to how they market to their customer base, especially when it comes to significant regional campaigns such as MTN’s World Cup promotions. In addition they seek low risk solutions. Keeping this in mind, Upstream produced sophisticated CRM campaigns which focused on delivering strong brand and aligned competitions that were nimble enough to support their massive Africa-wide World Cup series of activities Moraitakis added.

Harriet Muchu, chief marketing officer of MTN Benin said they were pleased and amazed at how effortlessly Upstream understood the needs and preferences of our subscriber base and formulated a customized promotion strategy leading to desired results.