MTN EverydayGigs, a new data product, was not doing as well as intended. It was not popular, and many MTN customers didn’t know much about the offer at all. We need to gather attention, create awareness and showcase the function and perks of EverydayGigs bundles.
People view buying and loading data as admin-heavy, boring, expensive, etc. To encourage more users to buy/reload data, we need to show them how easy it is. In addition, we need to make clear just how easy, rewarding and affordable this specific data product is.
EverydayGigs is your everyday life made easy. we showcase normal, relatable people turning their routine and all its elements into trickshots: exciting and oh so easy, just like the product. Plus, trick shot videos are easily watchable, replayable, and shareable on social.
In South Africa, 51% of adults are considered financially illiterate. Yet for many of them, a three-digit number determines whether they can study, start a business or move their family forward.
Our task was clear: to close the knowledge gap that has held millions back for generations by helping South Africans understand, build and protect their credit health.
People don’t wake up wanting credit; they want a better life. The barrier isn’t only access to products, but the feeling of being disempowered by a system that feels foreign and impossible to navigate.
We started with the feeling at the centre of the problem: “Disempowered.” Africa’s first peelable billboard turned that word into an invitation to change. As people peeled, the billboard shifted in real time, transforming into “Empowered” and unlocking access to a mobile-first education portal designed for credit newcomers. This public, physical action reframed credit from something intimidating into something people could literally take into their own hands.
What began as one billboard became a national movement, driving tens of thousands of course sign-ups and first-time site visitors, with many taking their first step toward understanding a system they had long felt shut out of.
Proving that when people understand the system, they can be the reason disempowered becomes empowered. They can be the reason things change.
Partners | Capacity Relations & Run Jump Fly
