MTN Uganda is looking to strengthen revenue growth in the final months of the year through increased customer activity, as the technology company rolls out a nationwide Christmas promotion offering customers an opportunity to win cars, TukTuks, rent for a year, smartphones and other rewards.
The Kamata Christmas campaign, launched in Kampala on November 9, is designed to stimulate bundle purchases and deepen customer engagement during one of the busiest consumer spending periods of the year.
The campaign comes as MTN seeks to build on its financial performance in the nine months to September, when profit after tax rose 21.2% to Shs571.2 billion. The increase was partly supported by the absence of a tax settlement that had weighed on the previous year's results.
Service revenue grew 8.5% to Shs2.8 trillion, while earnings before interest, tax, depreciation and amortisation increased 3% to Shs1.5 trillion. The EBITDA margin narrowed to 51.1% from 53.9% a year earlier citing higher operating costs and increased investment in the network.
The festive promotion gives the company another avenue to encourage customers to use its services, particularly data and voice bundles, as it seeks to maintain business momentum through the end of the year.
Speaking at the launch, Joseph Bogera, MTN Uganda's General Manager for Sales and Distribution, said the campaign was intended to make the festive season more rewarding for customers while strengthening their engagement with the company.
"Christmas is a time for celebration, sharing and creating memories with the people who matter most. With Kamata Christmas, MTN wants to add to that excitement by giving Ugandans the opportunity to win prizes that can make a real difference in their lives. From a car or TukTuk to rent for a whole year and everyday rewards, there is plenty to look forward to," he said.
The promotion builds on MTN's Free Your Fire campaign, which encourages Ugandans to pursue their ambitions and unlock their potential. Through Kamata Christmas, the company is extending that message into the festive season, with a focus on helping customers free their happiness.
MTN is starting the campaign in Kampala before extending activities to other parts of the country. The rollout includes the Kamata Christmas Caravan, which began moving through Kampala and the greater metropolitan area on November 9, featuring prize displays, music, entertainment, giveaways and customer engagements.
The campaign will subsequently reach other regions, supported by digital content, radio and television engagements, prize draws and winner announcements.
Bogera said MTN wanted to bring the promotion closer to customers across the country and give more Ugandans an opportunity to participate.
"At MTN, we believe that the best celebrations are those that bring people together and create opportunities for everyone to participate. We want Kamata Christmas to reach customers wherever they are, giving them a reason to reconnect with MTN, enjoy our services and take part in the excitement," he said.
Customers can participate by purchasing qualifying bundles on their MTN lines. They can dial 1002# and follow the prompts to load a bundle, with each qualifying purchase providing an opportunity to win.
