"With MTN this can happen whether one is in a shopping mall, on a park bench, at a restaurant, wherever," says creative director of Y&R, Clinton Bridgeford.
Dubbed "A Call Can Start It All", the campaign consists of broadcast, print and outdoor elements.
He says in terms of the campaign's tone, the line is encouraging, direct and something that anyone who's ever used a phone can understand implicitly and relate to. "No over claim is being made; the campaign simply paints a picture of endless possibilities."
According to Bridgeford, the tag line "A Call Can Start It All" rolls off the tongue with ease and has the potential to become a colloquialism. "We're urging the caller to live life to the full with the little things, such as an invitation to coffee and the big things such as making the decision to buy a house."
"The line not only goes hand in glove with 'Everywhere You Go', i.e. 'A Call Can Start It All Everywhere You Go', it also lifts the MTN payoff line from a geographical context into an emotional space, showing that MTN is with you everywhere you go in life."
"Ultimately," concludes Bridgeford, "it encapsulates the sentiment of "I can be where I want to be," enabling aspirations to start becoming a reality.
