MTN: Neknomination

This case study looks at the opportunity taken by South African cellular mobile brand, MTN, when NekNominated to take part in the global social phenomenon, to use the platform to promote improvements to education.

MTN: Neknomination

Aqua South Africa

Creative effectiveness

When the 'Neknomination' drinking game—a global, social media phenomenon—hit South Africa, it evolved into a way for people to challenge others to do something positive. When cellular network MTN was nominated, they wanted to do something that could make a real, long-lasting difference.

We found a YouTube video created by local students asking for help during South Africa's educational crisis: the lack of access to learning materials for many schoolchildren in South Africa.

Within twelve hours, we produced a Neknomination response video telling them that MTN zero-rated mobile access to Wikipedia.

The results...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands