Office: Johannesburg
Client: MTN
The Brief:
Cell phone network operator MTN wanted a loyalty program aimed at the middle- to low-income, less-educated cell phone user in South Africa. The goal was to reduce market churn, increase cell phone usage and pay-as-you-go airtime activation, educate users about how the loyalty program works, introduce them to new cell phone products and services and explain how to recharge. The ultimate goal was to retain them as MTN customers.
The Campaign:
We developed the concept of “The Y'ello Fortune Man,” a cheerful character who appeared throughout the country distributing prizes of cash and airtime, and publicizing the Y'ello Fortune program. Along with live appearances, the Y'ello Fortune Man was featured on TV, in print and on radio—and as a drawn character in comic book executions. Comic books featured stories illustrating how the Y'ello Fortune program worked and how to recharge. They also highlighted new MTN products and services. An extensive TV and radio campaign in 11 languages as well as in print and murals supported this.
The Success:
The Y'ello Fortune program achieved an astounding ROI, vastly increasing the MTN customer base. The program received an astounding 86,987 million entries and stands as one of MTNs’ most successful campaigns.