MTN Ghana · Leti Arts

.

The best way to get consumers to download an app is to let them experience it first.

THE CHALLENGE

Leti Arts had developed the MTN Hotseat app for MTN Group.

The challenge was familiar. How do you move consumers from awareness to actual downloads?

Instead of relying solely on advertising, we created live experiences that allowed audiences to interact with the app before making the decision to install it.

WHAT WE DID

• We designed branded activation zones across three major MTN events where consumers could test the application firsthand.
• On ground teams guided participants through the onboarding journey while demonstrating the app’s features in real time.
• The strategy removed hesitation by replacing passive awareness with active product experience.

THE RESULTS

• The campaign achieved a 30% increase in app onboarding across the activation period.
• Consumers who experienced the app live were significantly more likely to download and engage with it afterward.
• The campaign also provided measurable proof that experiential marketing can become a scalable acquisition channel for digital products.