MTN (Mobile Telephone Network) Case study Connector Bot [video] by Metropolitan Republic Johannesburg

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Connector Bot [video]

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Industry Telecommunications Services
Media Case study
Market South Africa
Agency Metropolitan Republic Johannesburg
Director Duvan Durand
Executive Creative Director Peter Khoury
Creative Director Wesley Phelan, Robert Rutherford, Ray Man Photography
Art Director Dale Mullany Candice Mcleroth
Copywriter Keith Manning
Designer Sechaba Kgala
Producer Simone Bosman
Editor Carlos Feyder
Production Institute of Amazing Shit
Released March 2013

Credits & Description

Advertiser: MTN
Agency: METROPOLITANREPUBLIC
Category: Viral Film
Advertising campaign: CONNECTOR BOT
Art Director: Candice Mcleroth (Metropolitanrepublic)
Editor: Carlos Feyder (Institute Of Amazing Shit)
Client Service: Delia Ferreria (Metropolitanrepublic)
Chief Creative Officer: Paul Warner (Metropolitanrepublic)
Executive Creative Director: Peter Khoury (Metropolitanrepublic)
Creative Director: Wesley Phelan (Metropolitanrepublic)
Art Diretcor: Dale Mullany (Metropolitanrepublic)
Engineer: Daniel Schoeman (CSIR)
Creative Director: Ray Ray (Metropolitanrepublic)
Designer: Sechaba Kgala (Metropolitanrepublic)
Producer: Simone Bosman (Metropolitanrepublic)
Director: Duvan Durand (Institute Of Amazing Shit)
Copywriter: Keith Manning (Metropolitanrepublic)
Creative Director: Robert Rutherford (Metropolitanrepublic)
Relevancy
MTN is a telecommunications company and it made perfect sense to use their network to connect the students the Design Indaba. In a country where Internet speeds are very slow our robot was the best way to show the power of MTN's network. Also it was important for everyone to see that through technology we can create change for good.
Client Brief Or Objective
The brief was to connect isolated design students to the most inspiring design conference in the world, Design Indaba. We had to do this using technology.The target audience was made up of the attending delegates, the speakers and the students of the Tshwane University of Technology. Our main focus was the students and our objective was to connect them to some of the worlds brightest minds.
Outcome
By building the robot we connected the students to over 6000 industry leading delegates and 23 of the worlds brightest minds. Through our Twitter promo we were able to donate enough data to keep the students connected fro a year.The campaign received thousands of positive comments on most social networks. Millions of rands of free PR from the live TV interview.Total cost of the campaign was $3800.The result we're most excited about is the one we'll only see in a few years, when the students use what they've learnt to create positive change for good.
Implementation
We couldn't just send the students to the conference, this would diminish our small budget and not show off our networks capabilities. Building the robot was the best solution. The students could pilot the robot from across the country and by doing this we could show of the networks capabilities. We also knew that a robot controlled from a far away place would generate a lot of interest and we hoped that this interest would help the students connect with delegates and more importantly Design Indaba speakers.