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As the reigning world champions, South Africa was proud to welcome the British and Irish Lions to our stadiums. For MTN however, the challenge was greater than the Boks’ retaining their status - this would not be a normal sport sponsorship campaign. With no spectators allowed in the stands, EXP had to think differently to ensure our approach would still successfully connect millions of South Africans to the Springboks and the unsurpassed energy that comes with the love of this national sport.


Thanks to technology and our relationship with the Springboks, we were able to create exciting experiences and rewards for MTN customers and rugby fans, while supporting the team at the same time.


Our digital activations were at the heart of the campaign and delivered on special fan moments and experiences such as:

  • The thrilling Meet the Boks and Meet the Coach sessions, where customers, fans and MTN staff had the exclusive opportunity to meet the Springboks and the Springboks Coach live from within the camp bubble;

  • The challenging MTN Bok Trivia game show, where fans were paired up with Springbok players to test their rugby knowledge;

  • The hilarious #BokRituals competition, where fans entered by sharing videos of themselves performing that week's supporter ritual. And the high-energy Bok Trivia subscription game, with exciting prizes up for grabs for answering 15 rugby questions in 5 minutes.



  • Television enabled MTN to reach an audience already engaged in the Lions Series mindset as well as a broader group of fans who weren’t watching the live games.

  • In total there were 1 458 spots flighted, with audiences seeing an average of 5.2 spots, and we achieved a 7.6% higher reach than expected.

  • The radio campaign gave MTN a presence on top performing stations that appeal to rugby enthusiasts. We managed to achieve an average frequency of 7.4, which kept campaign messages top of mind and optimised radio investment.


  • Social media was used to create an always-on environment to stimulate fan engagement.

  • The digital activations leveraged the Springbok sponsorship to create special engagement opportunities for fans.

  • The 10 virtual engagement sessions reached over 12 000 fans, many of whom were new to MTN platforms.


  • The Bok Trivia concept was also successful as a subscription service, growing to over 150 000 active subscribers during the 6-week campaign.


  • An extensive public relations campaign, which created media opportunities to drive MTN campaign messaging and association as the Springboks Principal Partner. This involved 41 interviews on tv, radio and online, as well as Virtual Regional Media Roadshows, the Western Cape Trophy Tour and publicising initiatives such as the Bok of the Series and the virtual mascot.


And the result after scoring all those points? R140 000 000 in media value generated!

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