In 1998, MTN Uganda entered the market with an ambitious goal: to sign up 5,000 subscribers in five years and position itself as a recognised brand. With QG Group’s three-pronged approach: market education, a strong and relatable brand promise, and expanded retail access, the target was surpassed in only two days. This rapid adoption built momentum for a 12-year partnership that delivered over 500 campaigns, seven industry awards, and introduced the iconic “Yello” greeting, later adopted in 22 countries.
QG Group was tasked with making MTN Uganda a household name while driving rapid subscriber growth. By simplifying mobile adoption through education, building trust in the brand promise, and creating a strong retail presence, QG exceeded expectations—achieving a five-year subscriber goal in just two days. Over the next decade, we launched award-winning campaigns, nurtured brand equity, and created Uganda’s most iconic salutation, “Yello.” Together, QG and MTN transformed ambition into the country’s biggest brand success story.
