"Each of the 205 billboards were unique," says Clinton Bridgeford, creative director of Y&R. "Our creative team worked long into the night to get 205 assorted executions complete within one month."
Joint creative director, Rupert England explains that well over 1000 headlines were written by all the Y&R copywriters, particularly difficult, as according to client brief, each headline had to be a tactical message, relevant to its location. "This is the largest outdoor campaign ever undertaken by an advertiser and its agency," he adds.
Alongside the billboard element of the outdoor campaign, launched a series of 2500 streetpole ads, with 14 different executions, exposing commuters in Soweto to the campaign's bright and catchy messaging. Like the billboards, the streetpole ads have MTN's signature yellow background.
Both streetpoles and billboards feature Ten/Ten, the truly South African character created by Y&R for the Y'ello Summer campaign. Celebrating Ten years of cellular freedom and Ten years of democracy, Ten/Ten speaks to all South African's. He represents the traditional street vendor or hawker, and is the consummate operator. Ten/Ten is the voice of the street and the soul of the country, with something to offer everyone.
"Y'ello Summer is a very integrated campaign," adds Bridgeford. "As one of the elements, outdoor was a medium that would provide high visibility and maximum exposure. Through the clever use of township streetpole ads and national billboards, particularly utilising creative sites, such as the sides of buildings along the highway, we have created a buzz amongst our target audiences, which, combined with the other elements of the campaign, print, radio and TV, greatly enhances Y'ello Summer's messaging."
England says outdoor as a medium lends itself to different executions and solutions. It is versatile, creates high brand awareness and retention, opening the door to many different creative opportunities. Moreover, outdoor is guaranteed to impact on consumers 24 hours a day.
Y'ello Summer is one of the most integrated campaigns ever, utilising broadcast, print, outdoor and promotional elements.
