MTN Ayoba! Brand Launch

Launch

Idea Lab conceptualised, produced and managed the MTN South Africa Launch of the
Ayoba Summer campaign to the media, key stakeholders, music industry buffs and VIP
guests. In less than a week, a vacant plot of land was transformed into a party paradise,
complete with gourmet braai stations on an inland beach, inflatable staging structures and
techno-funked chill zones – now that’s Ayoba!.

Therese Owen from The Star Tonight commented that it was the mother of all parties and one of the best parties she had attended.