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MTN Hired South Africa’s Most Confusing Coach to Tackle Self-Service Issues



TBWA Hunt Lascaris’ executive creative director Keith Manning shares how the TBWA Hunt Lascaris team bought to life MTN Call centres latest campaign

MTN Hired South Africa’s Most Confusing Coach to Tackle Self-Service Issues

MTN Call centres are there to help. But when people call in for help with issues they could easily solve themselves the lines get clogged up, service slows down and progress halts. 

MTN has developed a number of digital self-help solutions available via the MTN App. However, uptake of these services has been poor and the call centre remains overwhelmed.  

Our brief was to:

  • Alleviate pressure on the call centre by reducing call volumes for common issues.
  • Empower users to take control of their own MTN experience by driving uptake of the self-help digital solutions.

We realised the majority of our call centre’s callers were simply technophobic. They had assumed the digital self-help solutions were complicated, they were afraid to make a mistake and they preferred the comfort of a human voice to guide them through the process. What they needed to build their “self-help” skills and DIY confidence was a coach. 

Enter Coach Steve Komphela, a man known for his complicated metaphors and explanations that often leave audiences confused.

“The thinking was, if the MTN self-help solutions are really that simple, then even SA’s most complicated man could explain them.” Keith Manning, executive creative director.

We created a series of short 'how-to' videos on MTN self-help solutions starring Steve Komphela. Each episode covered a common issue the call centre had to address. We then started a YouTube channel for these videos. The channel served  as the repository for all the “how-to” MTN self-help solutions. Viewers can search through the titles to find the relevant solution for them and play the video.

We launched the campaign on social media introducing Coach Steve Komphela as the newly appointed ‘MTN self-help’ coach. 

With the coach established we had each post on Twitter and Facebook direct the audience to the repository of MTN Self-Help solutions on YouTube. Viewers could then watch, learn and share the links to the lessons, ultimately increasing the digital fitness of MTN users.

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TBWA Hunt Lascaris Johannesburg, Tue, 05 Jul 2022 10:44:31 GMT