EXP South Africa is a specialist Experiential Marketing agency.
Offering four key services namely Sponsorship Marketing, Brand Activation, Public Relation and Pan-African Consulting. We are passionate about advising the best possible communication insight, strategy and creative to our clients (think), developing measurable brand campaigns (create) and delivering memorable consumer experiences (do).

EXP wraps up The MTN8 2012

Over two months of brainstorming, project planning, demanding traveling schedules and putting in long hours by EXP staffers, it all came to an end through a spectacular and memorable 2012 MTN8 last Saturday.
Brief from client, MTN SA, was to put on the greatest football event and ensure that the experience of the tournament is remembered by fans attending the stadium and those watching on TV. And thus for the fifth year in a row, EXP rolled up its sleeves and pulled off a successful and memorable event.

Some highlights that made the 2012 MTN8 a success:
The Football
The brand of football and stunning goals displayed during this season’s tournament ranks among the best since the start of the MTN8 back in 2008. The eight teams that qualified showcased great attacking prowess and flair throughout the tournament with some players from eventual winners Moroka Swallows and runners-up SuperSport United performing brilliantly throughout much to the excitement from the fans.

The Branding
To increase brand exposure for this year’s MTN8 tournament on the field from last year’s edition, EXP set up LED boards on the side of the pitch, the branded centre circle banner, 3D mats which were activated before kick off during all the knockout matches as well as the final.
Banners were effectively used to drive product messaging and generic MTN 8 artwork.
The branding activation ensured higher brand exposure through TV.
The Activations
To provide football fans with a treat, the EXP activations team went all out with some exciting activations during the 2012 edition of the MTN8.
A Y’ello Dome was created inside the stadium which consisted of various entertaining elements such as foosball and play station consoles. Fans inside the Y’ello Dome also had an opportunity to compete in a Spin and Win competition run by MTN roaming promoters with portable LCD screens. Up to 20 Y’ello Seats were made available at the stadiums whereby fans stood a chance to win a Y’ello Seat upgrade from their general match ticket which enabled one fan and friend to watch the match from the best seats at the stadium.

Once upgraded to the Y’ello Seats, fans received an MTN hamper, MTN8 clothing, food and refreshments.

For the final, a unique, innovative and highly impressive visual MTN8 final was put together by EXP with elements such as fireworks and pyro techniques, live music performances before the game, congratulatory message on LED boards to the winner, Wafa Wafa skydivers who dropped the trophy before the start of the game and illustration of final starting line-up using MTN8 branded boards with names of players.

The Competitions
Competitions to reward key stakeholders such as fans and media continued to be on the forefront by MTN connecting fans with their passions for the beautiful game through classic football tales and unique competitions that culminate with a once-in-a lifetime experiences.
EXP successfully ran the now famous Last Fan Standing competition. Rewards for the 2012 Last Fan Standing winner was an awesome prize of a trip to Spain to watch the El Clasico (Barcelona v Real Madrid derby) during the 2012/13 season and R1 million in cash forming part of the winnings.

There was also the continuation of the Female Fan of the Match, which honours ladies that come to the stadiums clad in their spectacular club regalia, continued to be a success again this season. A prize of R8 000 of which R4 000 was donated to charity of their choice, was the winning prize for the female football fans that attended the games dressed to their nines.

In 2012, EXP also put together the second installment of the Last Journo standing – a football trivia competition – that engaged football media around the country and acknowledged them for their continuous support of the MTN8 and local football in general.

The MTN8 Final
At the end of the tournament, nine thrilling matches were staged, 810 minutes of football, an avalanche of 28 goals were scored which saw a spectacular culmination of the 2012 MTN8 much to the joy and jubilation of the winning team Moroka Swallows and satisfaction from client - MTN.
During the final, Sthembile Ubisi from Tembisa realised his dream of winning R1 million and a trip to watch the El Clasico in Spain through his winning of the 2012 MTN8 Last Fan Standing title. The competition continued to be a huge hit among the media with interviews of Sthembile captured live on SuperSport and SABC during halftime of the final.
Another memorable aspect of the final was when EXP PR hosted the eight finalists of the Last Journo Standing competition inside hospitality offering them a special and different view of the match as opposed to their usual press box viewing areas.
EXP put together a tournament to remember. Wafa Wafa!