Cannes Lions

LOYALTY/RETENTION/ACTIVATION PROGRAMME

WUNDERMAN SOUTH AFRICA, Johannesburg / MTN / 2007

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Overview

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Overview

Outcome

The Yello Fortune programme cost R27 million ($3.67 million) and to date has achieved an ROI of 942% with revenue generated in excess of an astounding R995 million ($135.37 million), and an ultimate profit of over R255 million ($34.69 million)!We increased the MTN customer base from 10.5 million to 11.7 million people (out of a total South African population of approximately 44 million).The total number of entries was an almost unbelievable 86 987 million!According to the client (and the figures), the Yello Fortune Programme was by far the most successful campaign MTN has ever run.

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