In the mid-2010s, Etisalat Nigeria—now known as 9mobile—launched a vibrant advertising campaign featuring popular Nollywood actress and comedian Eniola Badmus. The campaign highlighted the brand’s customer-focused promotions, using humor and cultural resonance to engage subscribers across the country.
Campaign Overview
The campaign positioned Etisalat as a provider of affordable plans with attractive bonuses, appealing to everyday mobile users. With its lighthearted approach and relatable messaging, it reinforced Etisalat’s image as a telecom brand that rewards loyalty and celebrates everyday Nigerians.
Promotional Offers
Several incentives formed the core of the campaign:
150% Instant Bonus: Subscribers received a 150% bonus instantly on every recharge, adding significant value to their top-ups.
25% Bonus on Recent Recharges: Customers who had recharged within the last 30 days enjoyed an additional 25% bonus, encouraging frequent usage.
1GB Data for ₦500: The campaign offered competitive internet access, providing 1GB of data for just ₦500—a plan that appealed to Nigeria’s growing base of mobile internet users.
Tagline and Cultural Appeal
The tagline—“i dey enjoy correct awoof with Etisalat”—leveraged Nigerian Pidgin English. The term “awoof” refers to freebies or extra value, capturing the excitement of bonus-driven promotions. This playful phrase resonated widely with Nigerian audiences, reinforcing both humor and value in the brand’s messaging.
Brand Ambassador: Eniola Badmus
Eniola Badmus, known for her comedic roles and charismatic screen presence, brought relatability and entertainment to the campaign. Her involvement strengthened the appeal of the promotions and connected with a broad audience, making her an ideal ambassador for Etisalat’s “correct awoof” messaging.
Legacy and Rebranding
Etisalat Nigeria operated from 2008 until 2017, when it rebranded as 9mobile following the exit of its original investors. Campaigns like this one reflect the company’s innovative marketing strategies, which helped it capture a significant share of Nigeria’s competitive telecom market. The humor, cultural references, and bonus-centric messaging left a lasting impression, remembered by many as a hallmark of the brand’s early success.
Sources
Etisalat Nigeria promotional advertisement featuring Eniola Badmus (archival marketing material, c. 2010s)
“Etisalat Nigeria rebrands as 9mobile,” Premium Times, July 19, 2017
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