"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
Road show dates
27-28 July: Mdatsane Rank Eastern Cape
31 July - 1 August: Vereeniging Taxi Rank
3 - 4 August: Rustenberg Taxi Rank
