MTN Smart Challenge

GU Group > MTN Smart Challenge

CASE STUDY

Smart Challenge
powered by MTN South Africa

The biggest ongoing campaign in South Africa that awards amazing cash prizes to its lucky participants.

AT A GLANCE

2.3m+

participants

R8m+

in cash given away

300+

winners

3+

years on air

THE CHALLENGE

MTN is an emerging market mobile operator that operates in 22 countries across Africa and the Middle East with more than 236 million customers, 30 million of which are in South Africa. MTN’s brand is among the most admired brands in Africa as well as among the most valuable African brands.

The main challenge was to sustain customers’ interaction with the MTN network, boost awareness on the operator brand and increase VAS revenues, whereas at the same time make Smart Challenge MTN’s pride by helping the customers change their lives.

THE STRATEGY

Our strategy included a solution that was appealing to MTN, a highly engaging promotion which is accessible via SMS, USSD and Web, comprises of an exciting Trivia game and an educational content subscription service and rewards MTN customers with noticeable cash prizes that could help them change their lives and incentivize them to remain active on the MTN network.

Below is a letter from one of our many winners:

Transparency & Credibility

Lindiwe Zondo from Soweto, Troyeville, Johannesburg (winner of R100,000):

Wilhelmina C Joubert from Gauteng (winner of R1,000,000):

Digital Communication

At MyMTN app

Influencer campaign

Facebook page