By 2016 consumers had lost faith in one of Africa’s biggest telecoms brands – MTN. It was seen as the “mthatha” (problem) network, as well as the “poor man’s” cellular provider, always giving things away for free. There was no respect, trust or love.
We needed to restore brand affinity and resonate emotionally with the consumer again by showing that MTN is part of their everyday lives. MTN helps us connect when it matters most, it’s the network that can bring people together for work, for play, for community or for family.
For the iconic MTN Christmas ad, we wanted to honour all the graveyard shift workers who could not be with their families over the festive season. “Nightshift” is MTN’s celebration of human connections, and one of the most famous songs in history is the soundtrack to these special moments. The commercial won two Gold Loeries in 2017 for TV Craft and Best Music categories.