THE BIG TIME FOR SMALL BUSINESS by The Jupiter Drawing Room South Africa for MTN (Mobile Telephone Network)

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THE BIG TIME FOR SMALL BUSINESS

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Industry Mobile Communications
Media Promo & PR, Case study
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Thomas Cullinan
Art Director Gareth Pretorius Johannesburg
Copywriter Darren Kilfoil Johannesburg
Account Supervisor Cheryl Hawthorne Johannesburg
Released April 2010

Credits & Description

Category: Business Products & Services
Advertiser: MTN BUSINESS
Product/Service: PREPAID SIM CARD
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Apr 1 2010
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Johannesburg, SOUTH AFRICA
Creative Development Officer: Sandra De Witt (The Jupiter Drawing Room (South Africa) Johannesburg)
Executive Creative Director: Thomas Cullinan (The Jupiter Drawing Room (South Africa) Johannesburg)
Copywriter: Darren Kilfoil (The Jupiter Drawing Room (South Africa) Johannesburg)
Art Director: Gareth Pretorius (The Jupiter Drawing Room (South Africa) Johannesburg)
Account Supervisor: Cheryl Hawthorne (The Jupiter Drawing Room (South Africa) Johannesburg)
Media Planner: Madelaine Keys (Mindshare)
Project Coordinator: Samantha Hewitt (The Jupiter Drawing Room (South Africa) Johannesburg)
Art Buying Team: Team Art Buyers (The Jupiter Drawing Room (South Africa) Johannesburg)
Art Direction Team: Team Art Direction (The Jupiter Drawing Room (South Africa) Johannesburg)
Copywriting Team: Team Copywriters (The Jupiter Drawing Room (South Africa) Johannesburg)
Design Team: Team Designers (The Jupiter Drawing Room (South Africa) Johannesburg)
Media placement: Print Adverts - 25 Spots - Regional Caxton Newspapers - 01 April 2101

Insights, Strategy & the Idea
Launch the MTN OneRate prepaid SIM card to small businesses and entrepreneurs who are still trying to make a success of themselves. The target businesses ranged from hairdressers and small security firms to laundromats and house painters. The advertising had to increase the sale of MTN OneRate SIM cards and also position MTN Business as a partner and supporter of small businesses.

Creative Execution
We took the advertising budget that was meant for traditional print ads and put it behind a promotion instead. Small businesses were given the chance to win advertising in their community newspapers. The winners would receive a full-colour, agency-conceptualised and professionally shot print ad along with a newly designed corporate identity. The agency took briefs directly from the winning businesses and included them in the reviewing process to ensure the ads had the best interests of their business at heart.

Results and Effectiveness
From over 1,000 entries received, 25 businesses were drawn as winners. The winners’ ads were run in 25 different regional papers. The campaign received further PR as the newspapers reported on the unique promotion and interviewed the businesses owners, giving them greater publicity and further exposure for the campaign as a whole. The increase in MTN OneRate SIM card sales was phenomenal, up by 650% from an initial 40,000 to more than 260,000 over the course of the campaign.