Tasked with creating a brand for a generation that lives a large portion of its life online, M+C Saatchi Abel has partnered with MTN to launch 'Pi by MTN', a digital-first brand built to reshape how modern South Africans manage their mobile and home connectivity.
M+C Saatchi Abel says it has moved away from traditional telco marketing, developing a brand identity designed to exist natively in digital spaces, precisely to ensure a seamless user experience for customers.
The campaign aims to be more than a product launch. It's the creation of a brand designed to differentiate itself in a saturated telecoms market on digital-first principles for customers by offering greater convenience, control, flexibility and value, says the partnership.
Customers can easily manage their mobile and home connectivity online through one account designed for the entire household or family, with flexible month-to-month plans and guaranteed discounts when adding four or more lines. 'Pi by MTN' aims to deliver a simpler, smarter and easier way to manage mobile and home connectivity, adds the partnership.
"With no long-term contracts and the ability to adjust plans as life changes, 'Pi by MTN' addresses the real-world need for month-to-month freedom. The campaign needed to position 'Pi by MTN' as the easiest, most seamless way to access both mobile and home internet, removing the complexity traditionally associated with connectivity," says Morumo Maleka, Senior Manager, GTM Postpaid and Residential at MTN.
The campaign is designed around modern family dynamics. The strategy is built on the insight that modern life is non-linear, and so Pi by MTN aims to cater to fluid family structures, adds the partnership.
"The goal was to build a brand that feels as flexible as the lives of our customers," says Masego Motsogi, Managing Director at M+C Saatchi Abel. "This isn't just about data, it's about control. We wanted the campaign to reflect that simplicity. 'Easy as Pi' isn't just a tagline, it was our guiding design principle."
To celebrate the launch, the first 100 000 customers who sign up receive 20GB of data for only R1 per month, for the first three months. The 'Pi by MTN' launch campaign kicked off in April and will run until December, after which it will transition into an always-on phase, concludes the partnership.
For more information, visit www.mtn.co.za. You can also follow MTN South Africa on Facebook, X, or on Instagram.
*Image courtesy of contributor