For four days in May, Nigerians were spellbound by the sight of a man working from what seemed like an office in a box along Victoria Island/Lekki expressway. Shortly, news spread fast and people all over the world were asking questions online and in newspapers about the box and the man in the box.

There were varying speculations – a brand was about to launch; a product of a known brand was about to launch, an office-letting establishment was advertising. Many went as far as stating that the brand behind the innovative concept be given an award. Social media influencers were also not left out, as videos were generated and skits done with respect to the ‘Man In The Box’. Twitter was agog with conversations going back and forth with the man via the hashtag #Maninthebox. Even a newly-wed couple was sighted having a wedding photoshoot at the site of the box. Not wanting to let the cat out of the bag, “the Man” artfully kept the suspense going when asked who he was and what he was doing inside the box.

Four days after the ‘Man In The Box’ was first sighted, it was revealed that the man actually represents MTN, the brand that works round the clock developing, offering and supporting businesses with technology solutions. It was MTN Nigeria’s unique way of creating awareness for its Enterprise Business that serves large enterprises, SMEs and the public sector with business-specific propositions.

Following the “reveal”, MTN wowed Nigerian businesses by offering to showcase their businesses within the box and on the LED screens flanking both sides of the box for free! These businesses were required to register online at www.mtn.com.ng/maninthebox for a chance to get into the box and be showcased. This move by MTN started another session of ‘talk-ability’ online, as people lauded the move. This FREE 24-hour advertisement of businesses was not only done in the box, but also across MTN social media platforms as businesses were daily celebrated by the Telecoms company. Testimonial videos were also displayed across the brand’s platforms.

Ten weeks later with over 70 businesses showcased, phase 1 of the Man In The Box, officially ended. There is no doubt that there is more to come as MTN’s online platforms have the hashtag #ManInTheBoxTheSequel displayed. The Brand has succeeded in awakening the whole country to mind-blowing possibilities in the business space as everyone is on the lookout for what’s next.

Heart-warming stories of growth and increase from businesses that got into the box continue to show up online and on radio.

The CEO of Baby Lounge, Itoro Ugorji, a child care service provider, whose product was displayed in the box, explained that she had “bleak hope” of getting into the box. She received a call one night informing her she had been selected to get into the box. She grinned as she stated that the “phone didn’t stop ringing the day after!” stating that a multi-national company in Lagos reached out to the Baby Lounge, upon sighting her display in the box, to set up a crèche within its facility to cater to the children of the staff. She gushed that her business “recorded several actual registrations and additional kids in the cots in VI.”

That has been the tone of the reactions from the various businesses that had got an opportunity to be in the box.

Mark Dibia, MD, Old Testament, also shared that after being in the box, his business has received “…huge visibility. Those who didn’t believe in us previously now take us seriously. Our clientele and social media followers have increased significantly. We’re now even getting customers from outside Nigeria”.

Olaitan Adedeji, owner of A Thousand Reasons Confectionary also expressed her joy at the outcome of being in the box saying, “The feedback has been amazing…. It’s the brand affiliation…the fact that a brand as big as MTN is supporting your little brand is some sort of validation…Brand affiliation has been what we’ve enjoyed the most.”

Oluwatimileyin Ojemakinde, Founder Timi Africa Foods, stated that “a lot of the people who had been struggling to get to know about what we do, now know about us and for a brand like MTN supporting us is really amazing and I can only just be grateful to God Almighty and grateful to MTN for the opportunity.”

All these reactions and more symbolise the brand’s unwavering dedication and desire to help support business growth and transformation – no matter the time or day. As Lynda Saint-Nwafor, Chief Enterprise Business Executive of MTN Nigeria stated, “We understand that business owners see technology as a distraction, many times with good reason. But we know that the right connectivity solution is a game changer and the foundation for future success, so we would like to change that mindset, by making technology and digital transformation decisions easier and more personal.”

As the conversation goes beyond the box and focuses on the millions of small and medium enterprises, large corporates and public sector organisations in Nigeria, the brand maintains that its “Let’s talk” slogan serves to remind businesses that MTN Nigeria is a willing partner in collaborating with businesses whether small or large. Well, let’s see what next and what MTN means by #ManInTheBoxTheSequel.