We developed the concept of “The Yello Fortune Man” –who distributed cash and airtime prizes throughout the country and publicised the Yello Fortune programme. He also featured on TV & radio, and in print ads, murals and an educational and entertaining comic book which explained how the Yello Fortune programme worked, how to recharge, and highlighting new MTN products and services. An extensive ATL campaign included TV, radio in all 11 languages, print and murals.

The Yello Fortune programme cost R27 million ($3.67 million) and has achieved ROI of 942% with revenue generated over R995 million ($135.37 million), and profit over R255 million ($34.69 million)!We increased the MTN customer base from 10.5 million to 11.7 million people.Total entries amounted to 86 987 million!