Educating consumers on SMS benefits
MTN recently launched "SMS Ya Seiva", an experiential marketing campaign that aims to reach the largest possible audience to deliver an educational message about SMS, as well as other MTN products, in an entertaining way. The primary purpose is to encourage customers to use SMS, empowering them with the understanding of SMS as a communication medium.
"MTN is determined to go the extra mile for customers. We want our subscribers to know that we won't only meet them half way, but MTN will come to them and communicate with them in their own backyard. MTN is focused on building strengthening relationships with its customers," says Donovan Smith, general manager, consumer segment marketing, MTN SA.
From 24 July 2006 to 12 August, the SMS Ya Seiva campaign will visit 21 areas throughout the country, including rural towns and taxi ranks, encouraging customers to use SMS as a more affordable medium to connect South Africans to each other. This is an opportunity for MTN to interact and engage directly with MTN subscribers in their own environment.
Although demand and use of SMS has grown faster each year among most cellphone users, usage remains at low levels for a large portion of the South African population. The reasons for this come down to a lack of literacy and the extensive range of indigenous languages throughout South Africa, with the result that some consumers have traditionally been less interested in SMS or data facilities than users who are better educated - a situation MTN would like to correct.
The campaign will include product demonstrations, promotional activities, an SMS dictionary, branded giveaways and industrial theatre, as well as opinion leader involvement to create entertainment value for consumers so that they view the medium as more than just an education campaign.
The campaign, driven in the consumers' community, will allow consumers the chance to experience being connected through MTN and edutainment. It also aims to empower them to leverage the power of communication.
Fact file
- The SMS Ya Seiva promotion will be happening at 21 taxi ranks in all 9 regions
- 21 kiosks will be set up at all these taxi ranks with promoters educating customers about MTN products
- SMS Ya Seiva will work around kiosk promotions, media platforms and four main road show areas
- Four areas will host the major roadshow events and 17 areas will host the kiosk promotions, manned by promoters
- Competitions will be run periodically and giveaways will be handed out to the winners
- In some instances, these promoters will contact the 173 call centre for advice and support on various MTN products and should be assisted just like any other customer
- Promoters will show customers how to use SMS on their phones and the benefits thereof
- A wholesaler will be based at each of the sites for the duration of the promotion to sell MTN Starterpack and airtime to drive sales
- A "how to comic book" has been developed to educate consumers on various MTN products.
Road show dates
- Show times: 10.30am - 2pm
27-28 July: Mdatsane Rank Eastern Cape
31 July - 1 August: Vereeniging Taxi Rank
3 - 4 August: Rustenberg Taxi Rank
