MTN Nigeria Communications Plc has concluded a bold youth-focused event in Lagos, leaving behind more than just memories. The company used the opportunity to launch its new Live It 100 campaign, which it says reflects the energy of young Nigerians.
The event, known as The Gathering on 100, ran for five straight days at the National Stadium Surulere. It brought together thousands of young people across music, gaming, sports, and creative sessions.
Live It 100 campaign in the spotlight
The Live It 100 campaign was the dominant theme of the event. The event was after 100 solid hours of activity with participants involved from dawn until late at night.
Participants locked in from dawn till late night.
MTN did things a little differently than the regular brand events. “We let the young people drive the experience,” he said, “and we played a backseat role behind the scenes.
“This strategy,” said Karl Toriola, the Chief Executive Officer, explained why. “The energy we have witnessed here in Surulere over the past 100 hours is a proof of the unstoppable spirit of the Nigerian youth. Our strategic intent was to position MTN as the critical engine behind this vibrant youth movement, ensuring the brand is seen as an enabler, not an intruder. The Gathering is the fire; MTN is the oxygen. ‘Live It 100’ is our commitment to powering the platform where the conversation happens. “We’re giving them space to lead, and we are listening.”
A chance for youth creativity
One of the key highlights of the event was the Pitchathon segment. Letting startups pitch their ideas in front of judges, investors and a live audience.
Youths showcasing their creativity at the ‘Live It 100’ campaign
The room felt open and unchoreographed. This meant that founders were in direct touch with stakeholders, creating concrete opportunities for growth. Chief Marketing Officer Onyinye Ikenna-Emeka shared her thoughts on the result.
“The ideas and partnerships that came out of these 100 hours are a perfect example of what happens when corporate Nigeria finally starts listening to young Nigerians. Recognizing that traditional business engagement often does not resonate with this generation, we empowered the youth to take the lead. “Supporting The Gathering means not just celebrating culture but also fueling the young Nigerian through youth-led innovation and investing in their economic potential.”
A movement after the event
The Live It 100 campaign is expected to outlive the event. The platform will continue to evolve as a space for creativity and economic opportunity, say organizers.
Engagement was strong throughout the five days. Attendees did not just attend. They created and collaborated and shaped conversations in real time.
This degree of engagement is indicative of a broader trend. Young Nigerians are not only consumers of culture. They are active creators and movers of the project.
MTN has said it plans to roll out the initiative. If the pilot is a success, it could lead to The Gathering on 100 becoming a regular platform.
The dust has settled, and one thing is obvious. The Live It 100 campaign has struck a chord, reflecting a rising need for spaces where young people can lead, create, and be heard.
I am passionate about crafting stories, vibing to good music (and making some too), debating Nigeria’s political future like it’s the World Cup, and finding the perfect quiet spot to work and unwind.
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