BUREAU OF BAD DECISIONS
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Content

MTN / Pulse

Traditionally, it’s been called ATL, but advertising really does include just about everything in the O2O2O cycle. For MTN, it’s a very omni-channel world, and with their annual PULSE program, it’s about digital as lead, theatrical, TV content promos, and in Africa where it ran, even radio. With lower budgets and limited resources, not just the content happened in-house, but the audio track and other executions. Shot and produced in Ghana with edits and sweetening in South Africa, the continent’s largest mobile carrier got loud, and people were listening.