To develop the campaign Cell C subscribers were enlisted, the company's agency, Net#work BBDO put out a call to action and awaited a response… Within 24 hours there were sufficient people to feature in the ad.
Cell C executive head of marketing, Simon Camerer, says the campaign, comprising television commercials supported by print, radio and outdoor, is more than just a series of commercials. “This campaign is unique in that it's the start of something much bigger than just another ad. It's a call to action and it's about communicating that when you're on Cell C, you're part of something great,” he says.
The campaign focuses on transforming Cell C from a mobile network to a mobilised network. “It's a network that works and connects more than just calls. Not many people are aware that Cell C has five million customers. This is five million people who can work together to bring about change,” says Camerer.
The first step in Cell C's new brand campaign is to show the strength of its network. This is done via an advertisement that uses hundreds of actual Cell C customers from all walks of life (a Karoo farmer, a suburban housewife, a student, a Cape fisherman etc.) holding up books with different coloured pages. As the camera pans out, the screen fills with more and more people holding up books, and then the new Cell C logo emerges.
Says Mike Schalit, Chief Creative Officer of Net#work BBDO, “This is more than just a commercial about corner-to-corner coverage. One tactical version talks to the power of one person versus the power of five million to affect positive change.
“Cell C's new brand campaign aims to prove the strength of the network by showing the collective potential of the people that make up the network. It's about giving power to the 5 million Cell C subscribers to make a substantial positive impact in South Africa,” concludes Schalit.
