Use your cell - make a friend

Cell C has enhanced its "Friends and Family" product by increasing lower tariffs to frequently dialled numbers from four to seven. The cellular network's advertising agency Net#work BBDO has repositioned the product as the next big step towards world peace with a campaign consisting of radio, television, billboard and print ads. The retail campaign encourages the making of new friends and showcases global love and friendship, which on the face of it should lead to world peace.