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Cell C's custom-designed mobile containers are tactically positioned in high traffic township locations to generate high call usage. According to, Melvin Chagonda, MD of Primedia @ Home, almost 84 000 000 calls are made nationwide from these outlets every month.

On average, Community Chat consumers allegedly spend a minimum of two minutes on a call during which time they are exposed to relevant marketing communications. To promote high visibility and recall of advertised products, the advertisements are placed at eye-level with the caller.

Chagonda believes the concept takes captive audience advertising to a new level. “Marketers are always looking for new and more immediate methods to reach a desirable demographic. There is a trend to move away from traditional mass media and Community Chat Billboards offer a cost-effective yet powerful alternative to engage new and existing consumers.”