Momentum says that if the virus isn't enough, then the economic threat could tip us all off the edge; but, it doesn't have to. To counter the current situation, the service provider has asked South Africans: "Where will your new momentum take you?" in its latest campaign.
"With over 50 days of lockdown, unity and solidarity among South Africans hasn't been this strong in the last 26 years," says Nontokozo Madonsela, Group CMO at Momentum Metropolitan Holdings.
"The idea behind '2020TwoPoint0' is to find a way to encourage and celebrate a new momentum in a time where cynicism and negativity threaten to swallow us whole," adds Madonsela.
"With half the year gone, we face the prospect of starting over. As they say in sport, 'the game is not over until the final whistle blows'. Our 2020 game continues into the second half; we have an opportunity to start fresh," Madonsela says.
Madonsela says that Momentum is 'putting its money where its mouth is from a marketing perspective', having reset and reframed its entire 2020 marketing strategy. "It's the only way to get the most out of this year and we hope to inspire our clients and broader audiences to do the same," she says.
To kick start the '#2020TwoPoint0' conversation, Momentum's campaign began with a pledge, which has been endorsed by influential South Africa's radio personality Elana Africa as well as former South African rugby player Alwyn Hollenbach.
According to the service provider, in order to help spur South Africans into a new 'momentum', it is launching a short film to help South Africans envision what it means to start 2020 over again and how they can do it differently. The film aired on Thursday, 11 June on Momentum's social media platforms.
Through a recurring series of webinars, Momentum has also been redirecting its expertise to discuss, debate and unpack topics to help South African SMMEs reframe their reality through the eyes of industry experts, such as Theo Baloyi (founder of the South African sneaker brand Bhatu) to help navigate the new reality.
Charlotte Nsubuga-Mukasa, head of marketing for the Momentum brand, says that all South Africans have the power to reset, reframe and reimagine their lives despite the odds.
"We understand the seriousness of this pandemic and know that many people from all walks of life are having a really tough time; but we can still turn disappointment into an opportunity this year," says Nsubuga-Mukasa.
"We want '#2020TwoPoint0' to become the rallying cry for all South Africans, to use their new momentum to create a better reality. We've shown how, under pressure, our best selves come to the fore," Nsubuga-Mukasa adds.
"In our business, we have seen teams pivot their plans and strategies — showing what is possible with the right mindset. Now let's show how we can keep that momentum growing as our journey into the second half of 2020 continues," concludes Nsubuga-Mukasa.
For more information, visit www.momentummetropolitan.co.za
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