Search is fragmenting – credibility and trust create the new visibility
Online search behaviour has changed significantly with the rise of AI. How can African brands adapt to this new marketing landscape?
BRAND ACTIVATIONS
MTN Uganda and Nissan come to the aid of struggling fruit vendor
By our African Marketing Confederation News Team | 2025
Last year MTN gifted a vehicle to a single mother of five to replace her ‘death trap’ pickup. This year, they again came to the rescue.
One of the more eye-catching brand activations of 2024 was arguably MTN Uganda’s surprise handover of a new pickup truck to Night Ampurire, a struggling market fruit vendor and single mother of five who made headlines over the ‘death trap’ vehicle she was driving to make a living and feed her family.
Night Ampurire cried tears of joy when presented with her new vehicle last year. Photo: MTN Uganda
After learning of her plight via a TV news report, MTN Uganda arranged a Nissan double-cab for Night and then ‘ambushed’ her with the gift when she made her regular stop at Kitooro Market in Entebbe.
Night’s excited reaction and tears of joy on receiving her new vehicle made headlines across the country. You can read all about that brand activation in the current issue (Issue 4 2024) of Strategic Marketing for Africa, the magazine of the African Marketing Confederation.
A twist to the tale
Recently, though, there was a twist to the tale when the vehicle broke down and Night withdrew her savings to pay a mechanic to repair it. When, after two weeks the vehicle was not returned to her, she feared it had been stolen and made a public appeal for its return.
Hearing of the situation, MTN Uganda intervened and recovered the vehicle. It was then repaired and returned to a grateful Night Ampurire.
In a press statement, the telecommunications company said the vehicle was retrieved from the mechanic and transferred to Nissan Motorcare.
“Nissan Motorcare completed all necessary repairs at no cost to Ms Ampurire and returned the vehicle to her on Friday, 24th January 2025. We would like to clarify that the vehicle was never stolen, as previously alleged,” the statement reads.
“MTN Uganda is grateful to its partner, Nissan Motorcare, for their fast and efficient work in ensuring the vehicle was repaired and handed back to Ms Ampurire in excellent condition.”
The move toward future-ready food packaging where materials meet AI
Researchers propose a framework for packaging that senses, learns and acts – making packaging an active, AI-powered tool against food waste.
Malawi’s marketers urged to put trust at the heart of the profession
Country needs marketers to build recognition and consumer trust around Malawian products and national brand, says Deputy Minister.
Lingerie brand creates street-stopping advertising in Manhattan
Fashion brand suspends giant lingerie high above the city’s streets, using shadows to create a moving billboard for pedestrians and motorists.
We know AI influencers aren’t real – so why do we trust them?
Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.
Why trust has become a critical asset for hotel industry marketers
Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.
FNB bank’s eBucks programme dominates the 2026 SA loyalty awards
South African brands are increasingly setting the global benchmark for customer loyalty strategies, organisers say.
Zambia’s strongest creative ideas are emerging from local truths
Global influences among younger consumers are still present, but they are being filtered through a distinctly Zambian lens.
Consumers have doubts about products when they’re designed by AI
Researchers find that lack of perceived ‘genuine care’ is the mechanism connecting AI involvement to lower trust ratings.
Top African marketing voices confirmed for AMC 2026
Explore the 2026 AMC Conference speaker line-up. Top African marketing voices gather in Zambia to tackle AI, AfCFTA, and brand power. Register today.
Broadcast Research Council confirms launch of total video measurement
New industry currency will bring South African television and online video audiences together in a single measurement system.