Why ayoba works presentation

MTN AYOBA CAMPAIGNJuly 2010

©2008 Mobile Telephone Networks. All rights reserved.

Q4 Programme Structure

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Q4 Project SponsorAnthony Garstang

Agency: MindsharePlan, Secure & Manage all media properties. Track & report on required KPIs

MTN: L DiabProvide direction in terms of Q4 media requirement, Manage the Agency ensuring alignment & delivery in line with programme KPIs, parameters & budgets

MTN: B PietersProvide direction in terms of Q4 Activations ensuring alignment with Q4 programme & delivery in line with programme KPIs, parameters & budgets

Agencies: EXP, Zinto, Octagon, ProvantageDevelop mechanics & implementation strategy of activations aligned to campaign concept. Manage rollout, tracking & reporting thereof

MTN: N MhangwaniManage all TTL development & production in line with media material delivery datesMTN: M VercueilManage competition BTL ensuring alignment to campaign messaging & higlighting netwrok impcts. Secure prizes

Agency:JupiterOverall Delivery of branded ATL Q4 campaign elements in line with f/f datesAgency: ikhethelo / OctagonSourcing & procurement of give away items

MTN: Leanne Morias / Mapula ModibeManage interface between Segment & Marcoms ensuring alignment of seg / product & agency deliverables

Agency:JupiterDevelopment of Comms Strategy & development / delivery of all Q4 creative product elements in line with material delivery dates

MTN: Trudy-Sue Didloff / Lindsay Hartland / Su-Lise TessendorfManage interface between Channels & Retail ensuring alignment of Retail / Channels & Agency deliverables

Agency:JupiterDevelopment & delivery of all Q4 Retail creative elements in line with material delivery dates

MTN SA CMO

Sponsorship Bernard Pieters

ChannelMapula Modibe

RetailMike Pouncett

MTN: Santhan Pillay. Managers the development & implementation of the digital campaign ensuring alignment & integration to the overall Q4 campaign in line with programme KPIs, parameters and budget

Agency:AquaDevelopment & delivery of the Q4 Digital campaign in line with material delivery dates & budget

Q4 Prog. Management

Steph de Graaf


1 Q4 TV

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2 Q4 Radio

3 Q4 Print

4 Q4 OOH

• Max / Promo – Serame reviewing scripts. Full Promo and Max TVC to be briefed to Jupiter

• Zone – Brief submitted 02/09, agency to revert 11/09

• Anytime – Love execution concept to be used as starting point, need to be reworked so to incorporate Max

• Youth – Agencies briefed, planned launch mid November

• Max / Promo – work in progress

• Zone – Brief submitted 02/09, agency to revert 11/09

• Youth – Agencies briefed 04/09, planned launch mid November

• Max / Promo – Print look & feel being reworked

• Zone – Brief submitted 02/09 agency to revert 11/09

• Anytime - Agencies briefed 04/09, planned launch mid November

• Youth – On hold until agency receives youth brief

• Project Ignite – Work in progress

5 Q4 Retail

• First deadline - 15 September – in store by 26 November

• My FIFA Wish concept to be activated in Q1 for 2010

• Ayoba 2010 logo to be used on retail stores

6 Q4 Activations

• Octagon to handle Mall activations

• Mall activations to be extended to more relevant segment hangouts

• Zinto and Idea Lab will be requested to run with trendies and M&E events

7 Q4 Digital

• MTN.co.za will be the gateway to the summer experience, all sales and competitions to be handled via this one access

• Aqua to work with Santhan Pillay on pushing everything via MTN direct

8 Q4 Retail • Work in progress, prizes have been identified legal to finalise competition terms & conitions

• Competition number 083 2010 016

0 Q4 Summer Campaign • Work in progress – There are concerns over time left for production of elements

Q4 Summer Campaign Status

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MTN Ayobaness!

© 2008 Mobile Telephone Networks. All rights reserved. 5

Q4 – The biggest summer of our lives!

• Historically we have always had to play catch up in the second half of the year, this year is no exception

• Q4 has over the past six years seen massive integrated campaigns put together around retail promotions and a summer theme in order to drive acquisition, retention and usage

• This year we have taken insights and learning's from the most successful campaigns to date and combined them to produce a new segment driven summer.

• Key campaign drivers:• Brand driven

• Builds on from Ten-Ten

• FIFA Promo driven

• Dramatisation of the functional value proposition benefits

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The Challenge of Summer

• Own FIFA over Summer • Drive subscriber acquisition• Launch product propositions – Zone, 7pm, Data &

Anytime• Retail acquisition – handset drive• Stimulate usage• Brand repositioning exercise – brand preference etc• Dominate media• Speak in mass-market language• Seamless integration • Do all the above without creating clutter

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© 2008 Mobile Telephone Networks. All rights reserved.

Where we were…

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Where we are RIGHT NOW!

• Single minded focus on driving FIFA

• Owning the call to action around FIFA – a gap in the SA marketing

• Building a stronger association between MTN & FIFA

• Create a strong & local war-cry that will live through to 2010

• Capture the essence of GO, but in a locally relevant manner



MTN Ayoba – Origins of the Word

• It's an evolution of expressions like 'ayeye' / 'ayoyoyo' and was first used to express approval/appreciation of good dancing.

• As with most slang words, no one knows its exact origins, but it's presumed to have started in Joburg township culture.

• The use of the word has evolved to express general delight, excitement, agreement, approval or as a greeting/goodbye.

• The opportunity for us is to take ownership of the word (lending us a lot of street cred), and attribute meaning to it in the context of MTN. For example, a cheap, old phone is not 'ayoba' but a cool, new one is.


Icon

• The Ayoba icon has been designed to unite visuals of the South African flag and the official colours of FIFA.

• It is uniquely South African and leverages the FIFA association for the MTN brand


Why Ayoba works…

• It is uniquely South African

• Home brew

• It means – “for sure” or “for real”

• It is ownable !

• It is phashasha!

• It’s the NEW “hola seven”

• It is positive, proactive and it drives a call to action

• South Africa’s Generation ‘Z’s GO


The role of Mr. Ayoba

• Youthful and dynamic, he is an igniter

• Indirectly portrays the imagery that MTN wants to change from old white crook to young and funk

• Instantly likeable

• Is a young funky, vibey South African

• NOT BLACK OR WHITE

Whether it’s about getting the latest phone or the best call rates, attending the best events, winning the best prizes, driving home the FIFA message or just having the best summer experience, he’s there to help you get the most out of summer.


How Mr. Ayoba works…

• Introduce the nation to the FIFA promo and allow MTN to own FIFA over Summer

• Launch the new MTN Zone proposition, MTN Anytime and Data

• Be present at activation/competition events• Bring FIFA to life at an in-store level and drive

handset sales• Wherever and whenever we can use our

character, we will. In the eyes of the consumer, there will only be one campaign from MTN this summer; the MTN Ayoba campaign.

• Even though the messaging will differ from channel to channel and segment to segment, we are essentially talking about ONE CAMPAIGN that unifies brand, product, retail and promo components into one coherent whole.


MTN Ayoba – Suggested Uses

Generic Usage

• Ayoba-ness" - when something/someone has ayoba

• "Ayoba boss!" - a greeting

• "Ayoba yo!" - expressing extreme excitement

Applications

• MTN Ayoba!" - in a product-related context

• "Ayoba Summer!" - in a brand context

• "Ayoba 2010!" - FIFA focused messaging

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Postpaid

Achievers S7 - Drivers

LSM 10

Achievers Acquisition Acquisition target : 120,000

Anytime = NOW YOU CAN CHOOSE

HOW TO USE YOUR CELLPHONE CONTRACT

LSM 9

Traders

Progressives

S4 – Balancers

LSM 8

Prepaid

LSM 6 - 9

Progressives & Traders

Retention Retention target 1.5 million

Zone = 95% GUARANTEED

S3 – Evolvers

LSM 5-8

Usage Usage target: R 2.4 billion revenue

S2 – Strivers

Survivors

LSM 3-8

Survivors

Acquisition Acquisition target : 2.8 million

S1 – Survivors LSM 1-6

RetentionRetention target:

600 million

Segment Driven Approach


Media vs Segments


Developing Market Touch Points

Developing

Market


A massive media plan is being put in place!


Promotion Element

1.Builds the FIFA link2.Partnerships with other FIFA affiliates

© 2008 Mobile Telephone Networks. All rights reserved. 21© 2008 Mobile Telephone Networks. All rights reserved.

The Big Idea - Prize Money can’t buy!


Summer Print (PAYG and Postpaid)

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• Ayoba device and the competition thread will be taken through all print.• Prepaid and Postpaid color differentiation as per normal CI.• Simplified RICA device included – In-store and press specific• Press ads to contain competition and product call to action – Zone & Anytime• In-store deal poster to only shout competition due to consumers ease of readability within the store environment• Specific Product and Promo POS within store environment


Retail Generic & Out of box ideas Branded & ICSP channels

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Branded stores will give life to Mr Ayoba.Because we own this space we can go BIG with all the out of box creative. We want the consumer to live summer and encourage consumer interaction and increase sales and brand loyalty with our product and competition.


The Golden Ticket


Retail Generic & Out of box ideas Chain & Wholesale channels

Ayoba theme creative will create awareness and encourage consumer interaction with the competition at different touch points within each of the chain/wholesale stores and not limited to the cellular counters ans so also increase sales.


Shopping Bags


Sporties


Q4 – The biggest summer of our lives!

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MTN AYOBANESS!


Next Steps

• Add the word and it’s usage to the widely used SA vernacular

• Get the numbers…

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Thank you….

Documents

Why ayoba works presentation