MTN ‘Youth Day’ Case Study
ABOUT THE WORK
Background
As South Africa marked 50 years since the 1976 Youth Uprising, many of the young people who sacrificed for freedom had been forgotten. And when their stories fade, so do the lessons they hold for future generations.
Insight
As one of South Africa’s largest mobile network, MTN had access to a media channel only a telco could use, the network name seen on millions of mobile devices every day.
Idea
MTN, in partnership with the June 16 Foundation, changed its network carrier name to Hector Pieterson, transforming more than 30 million mobile devices into living tributes that encouraged South Africans to rediscover the stories of the youth of 1976.
Execution
The unexpected network name change sparked nationwide conversation. Social content told the stories of Youth Day heroes, influencers changed their profile names to honour them, and a podcast connected the lessons of 1976 to the challenges facing young people today. The public joined by changing their profile pictures, while organic conversation spread across social media and even AI-powered search, helping carry the names and legacy of South Africa’s youth heroes forward.
CREDITS
Client/Brand:
Assistant Brand Manager: Tshegofatso Mokasepe
CMO or Marketing Director: Kholo Magagane
Marketing Manager: Mirriam Mathebula, Thando Madolo, Pratiksha Jekison
Agency: M+C Saatchi Abel
Regional Agency Group: The Up&Up Group
Managing Director: Masego Motsogi
Chief Creative Officer: Neo Mashigo, Jake Bester
Executive Creative Director: Lubhi Mtati, Bella Evans, Rory MacRobert
Creative Director: Simon Fabricius, Larissa Elliott
Art Director: Lesedi Radebe, Lesedi Sephadi, Rabatho Laka, Anele Zungu
Producer: Keyana Govender, Thozama Ndudula
Producer: Tlhogi Mothobi
Account Management: Mathabo Diale, Gontse Chipane, Kelebogile Lekwape, Ashlyn Davis, Neo Mphuthi, Gavaza Mchunu
Strategist: Siwelile Thusi, Bongiwe Mvuyana
Photographer: Lubhi Mtati
Sound Designer: Isabel Rahman
Social Media & Community Management: Dintle Phasumane
Writer: Simon Fabricius, Andile Ndaba, Hatsu Mphatsoe, Molemo Itsweng
Film Director: Lubhi Mtati
Editor: Isabel Rahman
Animator: Treasure Ngonyama, Lwandile Hlatshwayo
Media Agency: Connect
Media Planner/Strategist: Tsholofelo Sisulu, Brunette Madiba, Lebogang Manoko, Unathi Mashinyana
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