FMCG brands running promotions
Pack-code entry mechanisms where buyers redeem unique codes printed on packaging.
Traditional Media & Advertising
USSD Campaigns & Shortcodes
USSD code setup, USSD voting and engagement campaigns across Nigerian carriers.
The short answer
USSD campaigns use short codes registered with Nigerian mobile network operators (MTN, Airtel, Glo, 9mobile) to deliver interactive menu-based experiences accessible from any phone without internet. Clickate handles short-code procurement, menu design, IVR integration where relevant, backend data capture, settlement reconciliation with operators, and campaign analytics across telecom and FMCG brands.
Why USSD beats apps for certain use cases
For mass-market consumer use cases - competition entry, balance checks, simple transactions - USSD outperforms app-based equivalents on raw reach and friction. Apps require download, login, data plan, sometimes account registration. USSD requires the user to dial a number. The completion rate on simple flows is dramatically higher; the per-user cost is lower; the demographic reach is broader. Brands that default to app-first for everything miss the segment of the Nigerian audience that USSD reaches uniquely well - particularly the older, rural and lower-income cohorts whose mobile relationship is feature-phone-first.
Sharing settlement with operators
Where USSD interactions are billable to the user (premium-rate codes or per-session fees) the operator retains a share of revenue. Negotiating reasonable share splits is part of the work - operators vary significantly in flexibility depending on use case and volume. For high-volume campaigns the share splits can shift meaningfully versus published rate cards. We negotiate transparently and pass through the actual settlements rather than building hidden margin.
Plan a USSD campaign
Send us the use case - we will return short-code feasibility, menu design and cost estimates across the four networks.
Pack-code promotions and the practical operational layer
FMCG pack-code promotions remain a major USSD use case. Unique codes printed on packaging are redeemed via short-code interaction for prizes, points or competition entries. Operational complexity comes from generating and tracking millions of unique codes, validating against duplicates and fraud, and handling settlement to winners. We have built these end-to-end for multiple beverage and snack brands and bring the infrastructure that prevents the common failure modes (duplicate code issuance, prize stockouts, fraud-driven cluster redemptions) that destroy unprepared promotions.
Voting, surveys and citizen engagement
USSD-based voting on television talent shows, music chart competitions, and political surveys generates measurable mass-market participation. The format works because it is free for participants where the broadcaster underwrites the cost, or low-cost where revenue-share applies. We integrate USSD voting backends with live broadcast counts for media partner clients running these mechanics.
Methodology
How we actually do it
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Menu depth versus drop-off
Each menu step loses some users. Five-step menus typically retain twenty to thirty percent of starters; two-step menus retain seventy to eighty percent. We design to the shortest viable journey for the task.
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Cross-network coverage matters
A campaign on MTN alone misses substantial audience. We deploy across MTN, Airtel, Glo and 9mobile coherently so a single short code works for any user regardless of network.
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Test before launch
USSD apps behave differently across networks and across phone OS versions. Pre-launch testing across operators avoids day-one breakage.
Fit check
Who this is for - and who it isn't
Banks and microfinance
Balance checks, transfer initiation, micro-loan applications accessible without data.
Insurance
Premium check, claim initiation, policy renewal accessible from feature phones.
Politicians and public-sector
Voting mechanisms, citizen feedback, public engagement at scale.
Education
Result checks, school registration, payment validation.
Outcomes
What you actually get back
Mass-market accessibility
Reaches the broadest possible Nigerian audience including the smartphone-less and the data-unreliable.
Low per-interaction cost
Per-completion cost on well-designed USSD campaigns runs significantly lower than equivalent app-based interaction.
Verifiable engagement data
Every interaction is logged at the operator level with phone-number-level analytics.
Related services
Often paired with this
Radio Advertising
Radio spot buying and media planning across national and state stations.
Read more →Billboard Advertising
Static and digital billboards - 48-sheet, portrait, gantry, unipole and LED spectaculars across Nigeria.
Read more →Bulk SMS Campaigns
Country-wide bulk SMS at carrier rates across MTN, Airtel, Glo and 9mobile - with NCC-compliant sender IDs and delivery receipts on every send.
Read more →
FAQ
Frequently asked questions
Do you own any billboards or radio inventory?
No - and this is deliberate. We hold partner rate cards across LASAA-registered media owners and Nigerian radio stations, buy at partner rates, and earn margin transparently on planning, buying and creative. We're not forced to push inventory that doesn't fit.
How do you handle LASAA permits in Lagos?
We handle LASAA permits and state-agency compliance end to end. Permit fees are itemised separately on your campaign quote - never bundled invisibly.
Can I see proof my billboard actually ran?
Yes - monthly photographic, dated reports on every face you book. Mounted reports include print quality and condition checks after Lagos rainy season.