MTN South Africa has effectively tapped into the country’s mood with its summer campaign called ‘Do not disturb the season’. The brand campaign, developed in partnership with M+C Saatchi Abel, celebrates the unique South African spirit, where hard work meets heartfelt joy.
The campaign encourages families, youth, small businesses and all South Africans to prioritise fun, connection, and unforgettable moments – all powered by MTN’s seamless connectivity. It’s a bold clarion call: Do not disturb the season!
‘In our country the daily grind is more than survival, it is ambition in motion. MTN recognises that December isn’t just a holiday but a special time to recharge and connect. South Africans rise early, push late, and keep moving forward. Our ‘Do not disturb the season’ campaign encourages everyone to connect with who and what they love most,’ said MTN SA’s General Manager: Brand & Marketing Robyn Lewis. ‘The campaign is designed to reinforce brand love and strengthen MTN’s brand equity.’
Lubabalo Mtati and Bella Evans, creative leads, said the campaign leverages nostalgic cues to inspire more play, deeper connections with loved ones, and the freedom for people to do what they love. ‘What sets the do not disturb the season campaign apart is its emotive, brand-led approach. It blends nostalgia with modern connectivity to create relevance in every summer moment.’
‘At its core, the campaign targets all South Africans through the deployment of various touchpoints, including lifestyle festivals and inserts MTN deep into South Africans’ summer memories,’ said Mathabo Diale, M+C Saatchi Abel Managing Partner: MTN South Africa.
M&C SAATCHI ABEL
www.mcsaatchiabel.co.za
