Campaign Objective:
To raise awareness and drive daily usage of MTN Zone’s dynamic
discount feature, which offers non-stop, real-time call savings ranging
from 15% to 90% on MTN-to-MTN calls. The campaign needed to make
percentage discounts visible, exciting, and part of everyday life.

Core Insight:
People love discounts—but they love surprising, flexible, and frequent
savings even more.

MTN Zone doesn’t just offer one deal—it’s an evolving world of real-time
offers. Our creative challenge was to reflect this ever-changing discount
reality in playful and relatable ways.

Creative Concept:
We positioned the discount percentages not just as numbers—but as
visual moments embedded in real-life scenarios. From the unexpected to
the clever, we turned % signs into characters in the daily life of MTN
customers.

Key Executions Included:
• Hand Tattoos:
A cool girl shows off a “60%” temporary tattoo on her hand, making
discounts a bold, youthful fashion statement.                                                    • Pool Table Percentages:
Instead of numbered pool balls, we replaced them with discount
percentages (e.g. 45%, 75%, 30%), symbolizing how users win every
time they’re in the Zone.

• Other Visual Adaptations:
Billboards, social media animations, and digital stickers that used
everyday objects (night hills lights, earrings, etc.) creatively shaped into
percentage signs—showing how discounts are all around you.

Tone & Style:
Vibrant, urban, and energetic
Youth-oriented, fresh, and fun
Language that’s simple, cheeky, and confident: “You never know what %
you’ll get—but it’s always worth the call.”
Emotional Hook:
We didn’t just advertise numbers—we made discounts feel personal,
dynamic, and part of your lifestyle. MTN Zone is more than savings—
it’s a daily surprise, a reward system, and a smart way to stay connected.

MTN Zone – Your Zone. Your %%. Your Way.