The incredible success of the ‘Ayoba’ campaign had MTN going for the bubbly in 2010 – a mean feat for the telecoms giant that had its origins on radio. GM: Brand & Communication, Ryan Gould relives the glory…
Following an explosive video which brought into sharp focus, the events surrounding South Africa’s biggest soccer exhibit in 2010, RadioWorks 2011 guests were treated to a scintillating account of how MTN, (the brand that was born on radio), firmly entrenched the ‘Ayoba’ sub-brand into the South African lexicon.
This involved a multi-phased approached to get people to understand the word, and link it to the World Cup.
Gould pointed that radio continues to work extremely well for the MTN brand because of its broad reach and ability to regionalise and segment audiences, and thus remains an integral part of its media mix. Given this integrated approach to advertising, MTN also uses African Language Stations as a means of educating consumers.
Having positioned MTN as an optimistic thought leader, increased share of voice and grown brand awareness by making people understand what the brand is, Gould highlighted the fact that when advertising on radio, brands shouldn’t make the mistake of hooking onto one DJ; “People listen to different DJs for different reasons. Make sure you also hype the prize by making it so irresistible, people will do anything it takes to get it”.
Like they say in the ads – that’s not all folks! Click here to watch Ryan Gould in action.
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