MTN Nigeria has officially launched the 'Live It 100' campaign following the successful conclusion of the pilot edition of The Gathering on 100, a five-day immersive youth experience held at the National Stadium in Surulere. The event, which featured 100 continuous hours of culture, creativity, and community engagement, culminated in the unveiling of the movement's defining message: 'Live It 100.'
A Convergence of Youth and Creativity
The Gathering on 100 brought together thousands of young Nigerians for a massive convergence of music, sports, gaming, and creative sessions. Attendees participated in activities ranging from watching the sunrise for four consecutive mornings to actively shaping culture in real-time, creating a shared journey rooted in endurance and expression.
Partnership Model Empowers Youth
Operating under a partnership model rather than traditional corporate sponsorship, MTN Nigeria stepped back to let the youth lead. The company embraced the primary narrative that 'The Gathering is the fire; MTN is the oxygen.' This approach ensured that the brand was seen as an enabler, not an intruder.
Karl Toriola, Chief Executive Officer of MTN Nigeria, stated: 'The energy we have witnessed here in Surulere over the past 100 hours is 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 are giving them the autonomy to lead, while we listen.'
Pitchathon: A Platform for Startups
A focal point of the event was the high-stakes Pitchathon segment, which provided a structured arena for startups to showcase working products. Unlike traditional, heavily branded corporate events, the space felt authentic, unscripted, and transparent, allowing founders to interact directly with expert judges, potential investors, and a live audience.
The 'Live It 100' campaign represents MTN's ongoing commitment to empowering Nigerian youth and fostering a vibrant ecosystem of creativity and entrepreneurship.
