These are words echoed by the coach on MTN’s latest ad when asked by a news reporter what makes him the right man for the job to promote MTN’s new app downloads.
The two campaigns coincidentally demonstrate a lot of similarities, and one would argue that the one is a direct replica of the other or just simply inspired by the other.
In its latest ad, MTN has taken the same route in promoting and driving downloads for their newly revamped app using the coach to show consumers how easy it is to use and how they can benefit from it.
Success is a personal endeavour and winning cannot be outsourced ������ pic.twitter.com/76k4t4frk1— Steve Komphela (@komphelasteve) May 12, 2022
On KFC’s Ziphathe Grand Campaign launched in December 2021 to promote KFC’s Summer Treats Campaign, Steve Komphela is used in a series of video monologues as the “Ziphathe Grand Coach” and the face of the campaign teaching consumers how to take care of themselves in the quirky and humorous style of delivery he is known for by his fans and followers.
The strategic landing and campaign proposition was that self-care is the "superpower" that leads to feeling good. This is how the brand was able to make the connection between the campaign narrative and the KFC Feel Good brand philosophy.
The campaign was conceptualised and developed by Fresh AF, Avatar Agency Group’s specialist youth marketing agency. Fresh AF did a marvellous job for the KFC Summer Treats portfolio achieving a 19.3% overall sales uplift during the campaign period.
Insights Driven Approach – The key to connecting brands to youth
There are three key elements that the KFC campaign effectively delivers on:
This connects very well with the brand’s key objective which is to not only drive App downloads but further build social equity for MTN.
The success of KFC’s campaign in the use of Steve Komphela could be what has led MTN to take a similar approach using him in his natural quirky element which delivers on humor but more importantly connects and resonates with South African consumers, from mass sports lovers to young urban youth consumers who share a common love interest for the coach.
This is essentially using and leveraging an approach based on a tried and tested campaign that worked which could also perhaps be intentionally smart from MTN.