The Cell C Consumer Champion brand positioning evolved in 2017 to include the campaign line of ‘Connect Your Way’; an insight derived from understanding and empowering modern-day consumers and providing them with the products and services to connect to their world as and when they want to. In turn, Cell C’s loyal customer base grew appreciably, new shareholders were attracted and numerous accolades were bestowed upon the company, with the most noteworthy marketing ones being three Loerie awards and Cell C being voted the second coolest telecommunications brand in the Sunday Times Generation Next annual youth research.
In addition, Cell C continues to power and be the brand behind South Africa’s biggest and most successful Mobile Virtual Network Operators (brands who use Cell C’s network infrastructure in order to offer mobile services to their customers), and this side of the business surpassed the 1.5 million-customer mark this year.
Brand, Sponsorship and CSI
Cell C continued to build brand affinity and loyalty through a host of varied and high-profile sponsorships that appeal to different segments of the market, with the two flagship properties being the Cell C Sharks and Miss SA. The Cell C Sharks reached the quarterfinals of this year’s Super Rugby competition and are having a stellar Currie Cup campaign, currently leading the log. At this year’s Miss SA pageant, the beautiful Demi-Leigh Nel-Peters was crowned Miss SA 2017 and is a firm favourite for the Miss Universe pageant later this year. Besides the glitz and glamour of Miss SA, Cell C also continued the tradition of offering the Miss SA finalists an internship at the company, thereby allowing them the opportunity to broaden their commercial horizons. Many have taken up this offer and it is yet another example of Cell C’s commitment to gender equality in the workplace.
Some other sponsorships and CSIprogrammesinclude; Cell C Derby Showjumping, Cell C 5km Day of Races, Cell C Africa Cup Polo, SA Rugby Legends, Princess of Monaco Foundation with SA Lifesaving, SA Ferrari Club, and Playing for Pink Polo. Cell C’s Take a Girl Child to Work Day marked its 15th anniversary this year, with over 650 companies taking in excess of 50 000 girl learners to work for a day and exposing them to the business world.This is one of the country’s best-known skills development initiatives.
In understanding that consumers are bombarded with thousands of marketing messages every day, Cell C continues to explore new and exciting ways in which to communicate. Some of these include; a novel partnership with Vanta Car Hire in Cape Town where a customer gets free telephone calls and Wi-Fi when hiring a motor car, two bespoke digital and interactive shows (Break The Net and Hangman), the use of Brand Influencers through The Salt, greater digital engagement via M4J (Money 4 Jam), and a partnership with ClickaBet for sports betting.
As part of Cell C’s constant innovation, 2017 saw yet another range of successful, customer-centric products and services either being introduced or enhanced. These included aBonang by Cell C App, featuring the famous, Bonang Matheba, interacting with her fans on the digital platform, a host of value-added services, as well as SmartData Share, Connector, Data Bundles, Emergency Airtime. Facebook and WhatsApp. On the digital side, all platforms like the Cell C website, mobi-site, applications (Cell C and Cell C Reality) and social media showed a substantial growth in numbers and engagement, allowing the modern-day consumer to interact with the brand on an ongoing basis. On pre-paid, one of the best-value products in the market, MegaBonus, continued to attract customers by offering three times the value on every prepaid recharge, with the popular, Babes Wodumo and members of Big Nuz, headlining the campaign.
The Cell C network was also enhanced by rolling out a future-generation LTE and LTE-Advanced network that caters for greater data usage and the C-Fibre division showed great growth too. In order to better explain fibre and its benefits, Suzelle DIY made a series of humorous videos for C-Fibre. Linked to this, Cell C expanded its own range of branded handsets, tablets and smartphones at very attractive prices, thereby enabling more South Africans to be connected to the digital world.
“Cell C’s absolute obsession with customer service will continue via all its sales channels (both direct and indirect) as this is a major differentiator in a highly competitive marketplace” – Dr. Doug Mattheus, Executive Head of Marketing.