Isn’t It Incredible
Instead of asking people to win, we asked them to recognise someone incredible. The public nominated people, ideas and stories that deserved to be seen. The winning story became a professionally produced podcast.
Watch the case study
The news cycle rewards what is wrong. We built a competition around what is right.
Isn’t It Incredible? began with a belief that progress, generosity and remarkable human stories receive less attention than crisis and conflict. Rather than creating another interruption-led competition, TIM Africa created a reason for people to stop, notice and publicly recognise something positive in another person, idea or community.
This is an incredible time to be alive.
The tension the campaign was built to counter: “If it bleeds, it leads.” The problem was not a shortage of good stories. It was a shortage of attention directed towards them.
Flip the competition.
Most competitions ask: what can I win? This competition asked: who deserves to be seen?
Participants did not enter by promoting themselves. They nominated someone or something they believed was incredible and explained why. This transformed the entry mechanic into a gratitude exercise and each nomination into authentic user-generated content.
Recognition was the action. A professionally produced podcast was the prize.
A competition where every interaction reinforced the service.
Received a reason and platform to publicly recognise someone meaningful.
Received visibility, appreciation and the possibility of having their story explored.
Received a professionally produced podcast experience and reusable media assets.
Demonstrated its podcasting, production, storytelling and distribution capabilities through the prize itself.
The competition did not merely advertise TIM Africa’s podcast service. It allowed someone to experience it.
Simple to enter. Meaningful to complete.
Launched 14 April 2025, closed 9 January 2026.
Think of a person, idea, innovation or story that deserves greater recognition.
Submit the nominee through the campaign entry process.
Provide a short motivation describing why the nominee is incredible.
Interact with and share the campaign content.
The nomination becomes a public story reaching the nominee’s network and wider community.
The winning nomination selected after voting on social media and a randomised selector lottery.
The winner receives the professionally produced podcast experience.
The winning story becomes part of a longer-term content and storytelling journey.
The audience became the campaign.
Every valid entry was a public act of recognition, written by the audience in their own words. The Top 5 nominees announced on the campaign’s channels:
More than 200 reasons to pay attention to good news.
More than 200 campaign assets were produced across social, video, web and supporting materials: short-form videos, static and carousel posts, quote graphics, nomination stories, campaign reminders, educational podcast content, platform covers, email-signature assets, landing-page content, video assets and pitch material. A sustained social-first content system kept the positive narrative visible across the campaign period.
What the competition was designed to achieve.
A multi-platform content system of 200+ assets carried the good-news narrative across Instagram, Facebook, LinkedIn, TikTok, YouTube and the campaign website.
Every nomination surfaced a person or story worth exploring; standout nominees were featured and considered for future episodes.
Nominations happened publicly in the comments, while giveaways, reminders and winner announcements kept participation alive.
The prize was the service itself: a professionally produced podcast experience, supported by content explaining the value of podcasting.
The entry mechanic required a public motivation, so every valid entry created an authentic, shareable story written by the audience.
The winner experience revealed Jessica Hare as a compelling host, contributing to the creation of Ditch The Lump.
One nomination launched the next beginning.
The winning nomination did more than identify someone whose story deserved recognition. It identified a compelling new podcast host. Jessica Hare went on to create Ditch The Lump, a podcast dedicated to honest, empowering conversations around breast cancer, awareness, early detection and support.
“Thanks TIM for this amazing prize and for choosing me. It has been a wonderful journey going from cancer survivor to starting a business. Here’s to imagining what is possible.”
Jessica Hare is nominated through Isn’t It Incredible?
Her story is selected for the podcast prize.
Jessica takes part in the full podcast development and production process.
The experience reveals her potential not only as a guest but as a host.
Ditch The Lump is developed as a platform for honest breast-cancer conversations.
The competition creates impact beyond its closing date.
Recognition became the content.
Genuine public comments from the campaign’s Instagram content: nominations made in the comments, and communities celebrating the people who were recognised.
