A banner featuring Cell C's logo and branding was erected outside Worldwear Shopping Centre on Johannesburg's West Rand last week. Not only did it turn heads as it was hard to miss when driving past, but it also got many feathers flying on Twitter. The reason: this wasn't yet another "choose us for great service" ad carefully plotted, planned and executed by the mobile network operator. Instead, it was erected by a 'mystery' network subscriber, pointing out the bad service he'd received in a way that effectively warns off others.
Some comments were witty:
Cell C to launch new "MegaBanner" package, allowing you to communicate via giant roadside banner when you can't get signal.
- Gus Silber (@gussilber) November 8, 2014Others, thought-provoking...
Is it really defamatory to call a network provider "useless"? If so, the courts are going to be busy. http://t.co/NZ1Q5Zap4w
- Gus Silber (@gussilber) November 9, 2014Others expressed hope this was part of a larger campaign:
Is comparative advertising still banned in SA? Cause it'd be so great if that Cell C banner turns out being a clever way around that.
- Antoinette Muller (@mspr1nt) November 8, 2014In truth, it was simply a man who'd had enough of bad service and not being listened to by the company responsible. It was even covered on the SABC News...
The fact that it was so widely covered by mainstream media led to social media commenters having their say about the bravery involved in posting your views on shoddy customer service to such a grand scale for all to see.
Of course, it's possibly easier to quickly type a review on Hello Peter, but then there's a risk the company in question won't respond to your comment if they haven't paid up to do so on the consumer-led service watchdog site, and it'll undoubtedly get lost among the myriad service complaints and handful of compliments listed.
Many are now wondering if there's a legal battle ahead or if this is just the tip of the iceberg as consumer voice and opinion gets more powerful than ever before. Well, wonder no more, as Talk Radio 702 got the full story when the disgruntled Cell C customer responsible for the ad called into the station on Friday.
In the interim, News24 reports that Beeld newspaper got hold of Cell C spokesperson Karin Fourie, who confirmed that "Cell C would seek legal advice if the banner was not removed".
It seems that's the way it's going to be, with Cindy Poluta of Talk Radio 702 tweeting over the weekend:
So now #CellC is going the legal route regarding the banner. Wrong way of resolving it. If client has proof then the truth is going to hurt.
- Cindy Poluta (@CindyPoluta) November 9, 2014Her latest tweet this morning shows action's being taken:
It appears there's some more adjustments being done to the #CellCbanner this morning.... http://t.co/SjB1ROUptp
- Cindy Poluta (@CindyPoluta) November 10, 2014The nation waits for further developments with bated breath... after all, as Cell C's tag line reads, "the power's in your hands."
