rob rutherford
writer + executive creative director
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mtn [ayoba]

 

This campaign received an in-book at Communication Arts and won 1 Gold, 4 Silver and 3 Bronze London International Awards.

 

[Winning The FIFA World Cup]

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MTN ‘Ayoba’

Market: Global
Media: Integrated, PR
Agency: MetropolitanRepublic
Credit: Senior Copywriter
Awards: Loerie Awards Gold

This campaign turned 'Ayoba', a niche South African slang word, into the single biggest brand property of the 2010 FIFA World Cup. MTN was Africa’s first World Cup sponsor, and became the highest performing brand at the tournament ahead of big-spending global competitors like McDonald's and Budweiser.*

* 83% of respondents to a survey by CNBC considered MTN to be the biggest sponsor of the 2010 FIFA World Cup.

** The case study is 6:55 long so please scrub liberally. It comes from a time when award show requirements were loose and attention spans were limitless.


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