Students were shown how to use the phone, and needed to use this knowledge to compete in the race. They were given a real and exciting brand experience.

This market hates to be told what to think – we let them experience the product then make up their own minds. We didn’t go out there screaming ‘MTN is cool’ – but by the end of the race, they were screaming it for us.

Every race was oversubscribed – hundreds were turned away. Cver 10 000 spectators. 93% of interviewees said that it improved their image of MTN. 86% said they’re more likely to choose MTN.

Months later, independent research showed 92% of students spontaneously recalled the event (the highest ranked promotional recall).