BRIEF
As part of a segmentation exercise, MTN wanted to re-introduce a youth only proposition to their customer base.
The campaign is to assist in the creation and targeting of products and services to the youth. There was a youth proposition called MTN Shifta which was launched but didn’t take off as anticipated.
They wanted to create a New Fresh feel. They also wanted a Campaign Device/Logo to be developed.
We came up with the name "Pulse"
MTN Pulse: Be the best you[th]
MTN Pulse breathes life into the youth and allows them to interact freely and more affordably.
This is where they get to enjoy the benefits of being who they are; young, free and full of promise.
It offers cheap data and voice bundles, thus they save more.
MTN Pulse Colour
We have chose our colour palette from a range of colourful and dynamic images that portray the enthusiastic approach young people have towards life. Life for a young person is lived in full colour, and nothing can dull the moment. Colour expresses their urge to go against what is viewed as boring and conventional.
Manifesto
I’m all heart. Heard before I was seen. I’m a survivor. Crawled before I could walk. Constantly making connections while staying true to my being. Social and always in the groove. Always in the mix of things and building new relationships.
An explorer of the new, absorbing information at the speed of light. I bring out the new in old school. I’m part of a collective that can never be stopped. The creator of my future. I am the pulse of our generation and the world is my playground.
Agency: MetropolitanRepublic
Creative Director: Kushalan Chetty
Art Director: Zamani Thwala
Copywriter: Qiniso Dlamini
