We developed the concept of “The Yello Fortune Man” – a cheerful character who appeared throughout the country distributing prizes of cash and airtime and publicising the Yello Fortune programme. Along with appearing in real-life, he also featured in TV and as a drawn character in comic book executions. He also featured in print and radio. The comic books were both educational and entertaining, featuring stories explaining how the Yello Fortune programme worked, how to recharge, and highlighting new MTN products and services. This was supported by an extensive ATL campaign including TV, radio in all 11 languages, print and murals.

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.