Challenge
In competing for a commercial WiMAX licence, MWEB needed to convince the communications regulator (ICASA) of its credentials and abilities to successfully roll out a WiMAX network. At the time, WiMAX was a brand new technology of which little was understood and MWEB had no commercial product to offer. MWEB ran a trial of the technology with 1000 home and business users in Cape Town and Johannesburg.

Solution
Atmosphere Communications developed a high impact, multi-dimensional communications programme to publicize the trial and MWEB’s capabilities around WiMAX.

The programme included:
• hosting one-on-one meetings with key opinion formers;
• running a competition to provide WiMAX connectivity in Soweto using the Soweto community media;
• setting up partnership agreements to provide WiMAX connectivity to an existing NGO, tuXlab, at St Martins Secondary School in Orlando West;
• and negotiating a partnership with University of Johannesburg Soweto Campus to provide WiMAX connectivity to a computer lab on campus.

Atmosphere used the positive endorsement from trialists to generate publicity for MWEB’s trial.

Results
The success of Atmosphere’s media relations, industry affairs, CSI and reputation management campaign has resulted in MWEB becoming an authority on WiMAX, even without a commercial product.

Atmosphere has positioned MWEB as a leader in providing wireless Internet in Soweto, improving the lives of residents and small business owners and making a strong case for MWEB to be awarded a commercial licence.

Landmark coverage was achieved on TV, radio, in print and online – a total of 96 pieces of on-message coverage valued at R3.9 million. Atmosphere was awarded a Gold Prism award for this campaign.