MTN8 PR & Media Relations Campaign 2017 & 2018
The GrindPR in collaboration with EXP was tasked with ensuring that consumers and football fans were aware of the MTN Customer Value Proposition (CVP) — which was the chance for fans to participate in the MTN8 Last Fan Standing Competition.
Consumers and football fans had to opt-in and recharge with R10 or more to stand a chance to win a R1-Million cash and a trip with seven (7) of their friend or family to the FIFA World Cup in Russia during 2017/2018 season and in 2018/19 season - a football trip of their choice anywhere in the world.
MTN also wanted to ensure that there was extensive engagement with media in all nine provinces - to communicate the campaign and brand messages during the tournament period (two-and-half -months).
The campaign generated an average of R250 million in revenue - 5% growth in prepaid uptake for MTN over a period of less than three (3) months.
R205 million in media value and awareness for the campaign period (awareness measurement by BMI).
PR ROI: 91 interviews in 2017 and 160 media interviews in 2018 conducted by MTN Representatives and the MTN8 Football Legends over a two-month period.