Cell C unveils R175 million marketing campaign

Cell C is looking to rile up the competition with a new R175 million marketing campaign challenging consumers to ask their networks some tough question.

At a media presentation in Sandton today (4 February 2013) Cell C lifted the veil off a new marketing campaign which the operator promises will shake up the market.

The campaign follows the introduction of Cell C’s Supacharge product offering, which offers 1000 free on-net SMSes, talk time and 1GB of data to prepaid and top-up customers, when they recharge with R500 or more.

Different amounts of recharge value yield similar free benefits on the network.

Speaking about the operator’s new campaign, Cell C chief commercial officer, Jose dos Santos said that the goal of the message Cell C is trying to convey is its continued direction of simplicity for consumers.

According to dos Santos, a new campaign kicking off this week is aimed at educating consumers as to what they actually pay on networks.

“Have we done enough to educate people on Cell C’s 99c packages?” dos Santos asked. “The answer is no – consumers still don’t know what they’re paying on their networks.”

Cell C has issued a challenge to consumers through it’s new marketing campaign, indirectly calling out other networks on their prices.

The campaign challenges mobile users to:

  • Call your network
  • Find out what they are charging you
  • Call us (Cell C)

Cell C is investing R175 million on the campaigns over the next few months, and is looking to rile up the competition – albeit indirectly.

Dos Santos welcomed any rate drop by competing networks, saying that the goal is for Cell C to make consumers aware of their network’s rates.

“Consumers need to get value,” dos Santos said. If other networks rise to Cell C’s challenge, dos Santos said the operator isn’t worried.

“Watch this space,” he said.

Cell C’s Supacharge product is available from today (4 February 2012).

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Cell C unveils R175 million marketing campaign