We developed the concept of “SMS Ya Seiva” – African for “An SMS can save you time and money”. Industrial Theatre illustrated how an SMS can be a life-saver. Comperes engaged the crowds and distributed MTN “SMS Ya Seiva” Comic Books featuring educational and entertaining stories, tips on saving money by sending SMSs, and an “SMS speak” dictionary. Prizes included cellphones and airtime. ATL support included TV, radio in all 11 languages, print and murals.

We received over 100 000 entries (10%+ response). Weekly handset sales increased by 400%. SMS usage increased by an extraordinary 8.5% to 50.12 % amongst the entire MTN base – reaching MTN’s second highest monthly SMS activity ever (second only to December 1999 – the eve of the millennium).