Less than 48 hours after MTN launched their 1 Meeta Giveaway promo, Airtel responded and it’s with an SMS-based cash give-away promo with the tagline: “You could win your share of up to K1.8 million plus the chance to do Airtel helicopter traffic watch with QFM. Truly the chance of a life time!” The ZIPEZEMO MUMAHAFU is a game-show based promotion which will run on Muvi TV for 90-Days.
The said copter is parked for public display at an inconvenient spot in what is normally the carpark for airtel house tenants. The event was graced by two local participants of the last BigBrother show.
In so far as this is an answer to the MTN promo, the bar has only been lifted by having a larger amount of cash to give-away. The plus one for this promo is the hype and interest that the winner of the traffic broadcast will generate. Maybe, a life will be changed if the winner is not scared of heights (and they can talk calmly at some few hundred feet above the ground). Luckily for airtel, they do not have any issues of integrity to deal with, but they were not first to market – so again we question who the market leaders are. We hope Zamtel is cooking up a better reply.
For the mobile telecoms industry, the trend has been to have a summer promo that runs until the festive season. That said, we note with much disappointment at the lack of “disruptive innovation” in the market.
Pictures: Airtel_ZM FB Page