This year saw MTN embarking on various brand activities such as its Y'ello Freedom campaign, to celebrate a decade of cellular freedom and spectacular growth in South Africa. Additionally, the company took over the top of Sandton City during the month of June, and replaced the normal green top with a yellow glow. MTN also launched its new interactive mobile portal, MTNLoaded.
In a brand new, distinctly South African way, Y'ello Summer celebrates the season which brings people together. The new MTN Y'ello Summer marketing campaign introduces the character known as Ten/Ten. The character is drawn from a rich and uniquely local tradition of street hawkers and vendors, self-made entrepreneurs, people with originality and innovation. We all know and recognise them. Standing at the traffic light draped in car chargers and cell-phone covers. They dangle hands-free kits like necklaces and wax lyrical when we stop beside them.
Ten/Ten however is not just any old salesman... Ten/Ten is the greatest salesman in the world! Every sales pitch is a poem. Every insight a philosophy. He is the voice of the street. The rhythm of the country and he has something for everyone. He is full of quirky one-liners that illustrate the benefits of MTN products. Sound-bites which ring in the air like lines of street poetry. The true power of Ten/Ten's salesmanship is that while his merchandise is purely MTN, his real product is summer.
Bernice Samuels, general manager, MTN Brand explained, "The Y'ello Summer campaign is an integrated marketing campaign which is streetwise and sassy, has attitude and is youthful. We are building on the success of the Y'ello Summer 2003 campaign. The greatest complement is when anyone chooses to follow in your footsteps, and that is exactly what has happened! The MTN Y'ello Summer 2004 campaign relates to and interacts with South Africans from all walks of life, embodying exactly who MTN is. Innovative and original, connecting South Africans with their families, friends, colleagues and the world. The message is clear and simple -"It is the season, you have a reason to say Y'ello. Put summer in your hands."
MTN's Y'ello Summer campaign last year made MTN synonymous with summer and this year promises to be no different. Consumers can expect fantastic retail offers, exciting competitions and summer activities which will deliver the best of MTN and the best of summer.
