ABOUT THE WORK
Creating a world-class international digital experience for MTN
The product and service offerings of multinational companies, like MTN, are often tailored to each country they operate in. MTN’s brand, values, and commitment to its customers remains consistent, regardless of location.
PlusNarrative was tasked with ensuring that, whether purchasing an individual phone contract in Nigeria or connecting a business in South Africa, the experience of the MTN brand would be consistent across platforms and locations.
CHALLENGE
MTN Group created a new corporate identity to be adopted by each of their Operating Countries (Opcos), giving customers a consistent experience of the brand, digitally and physically. Given that products and services differ across markets, the Group wanted to empower each Opco to build their own digital experiences to suit their needs.
The templates previously provided to Opcos were rigid and unable to meet the needs of every market. Opcos often required custom builds which were more costly and time consuming than an adaptable templated approach. PlusNarrative built out the CI into a design system (Vivid) and created easy to use, drag-and-drop blocks to transition MTN’s Opcos across Africa and the Middle East to the new identity.
SOLUTION
We conducted user testing with the Opcos to better understand what they were looking for in the creation of a valuable digital experience. Understanding these needs guided the development team to use WordPress Gutenberg Blocks. This approach gave Opcos an easy drag-and-drop interface, allowing them to structure pages according to their market-related needs, while aligning with the corporate identity of the brand.
The new corporate identity provided a minimalistic look and feel, featuring more black and white, while their famous yellow was incorporated with subtlety. From the CI, we developed an extensive design system to meet the requirements of the Opco websites. The system is reflected in the custom Gutenberg Blocks, which cater to the spectrum of Opco businesses, whether they require simple one-pager websites or more complex product offerings.
IMPACT
While previously Opcos were forced to pay for custom builds that led to an inconsistent brand experience across markets, PlusNarrative’s system saved money and ensured consistency in branding and design across the websites. The solution also removed the need to code and made it much easier for Opcos to accommodate new requirements. The MTN Vivid WordPress template was adopted by all Opcos, who were easily able to follow our implementation recommendations.
Adoption of the template was fast! It took approximately 8 weeks from the deployment of the MTN Vivid WordPress theme for it to be rolled out across all the Opcos.
Today, customers can expect a more consistent experience of the MTN brand in the digital world, everywhere they go.
LINK TO WORK
CREDITS
Brand/Client: MTN Group
Product: Website
Industry: Telco
Product Link: mtn.zm
Digital Company: PlusNarrative
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