South Africa Edition 2

there is “valuechat”. This is a cost-effective, nononsense
contract that allows customers to only
pay for what they want - airtime. Clearly this, a
simple product is for smart people to enjoy the
lowest call rates in the market.
Recent Developments
Behind this successful brand are over 2,500
employees, of which 87 percent are classified
as previously disadvantaged individuals and 47
percent female. Leading these dynamic employees
is a diverse executive team, headed by Jeffrey
Hedberg.
Hedberg’s aim is to empower, improve and
harness the talents of the Cell C team, as well
as to further develop the company into an even
more significant challenger than it has already
become.
Cell C cares about South Africa and believes
in fighting poverty and unemployment.
Part of its license obligation
is to roll-out 52 000
community service telephones
(CSTs) by 2008.
In four years Cell C has
already deployed over
35,000 “CommunityChat”
branded CSTs and
created numerous new job
opportunities.
Realising that its customers and employees
come from communities that require private
sector intervention for their socio-economic
development, Cell C elected to extend its goodwill
beyond its immediate family into the wider
community. Thus Hola 7 was conceptualised
in conjunction with one of South Africa’s most
recognised celebrity figures and philanthropists,
Zola of Zola 7 fame.
By purchasing a Hola 7 starter pack and
signing up for Hola 7 membership, the customer
becomes part of an exclusive club which receives
preferential treatment at events featuring Zola,
potential interactions with the celebrity as
well as a chance at winning premium prizes.
More importantly, one percent of all revenue
generated from the Hola 7 starter pack product
will be invested back into the community under
the auspices of the Hola 7 Fund.
The event that has garnered the most attention
is Cell C signing a 50/50 joint-venture with
Virgin Mobile, one of the world’s most highly
recognised and respected brands. The fact that
this premium brand chose Cell C as a partner is
testimony to the quality of Cell C network and
brand.
Promotion
The Cell C brand has gone from strength to
strength, let homage be paid to television,
however the company has also made use of other
communication means such as radio, outdoor,
online, print and cinema.
The launch of Mobile Number
Portability (MNP) in South
Africa saw Cell C drive
a campaign dubbed
as seriously “off the
wall”. Cell C’s little
people campaign
charmed South
Africans young and
old, resulting in Cell C
being the main beneficiary
of the much talked about MNP.
Cell C has established a very strong avant garde
consumer brand through this approach.
Brand Values
Cell C sets out to be the consumer champion and
backs this up by constantly introducing innovative
products and services to enhance the lifestyles of
South Africans.
The brand is committed to enabling people
to share their experiences. This is reflected in
the payoff line “for yourself ”. The younger set
identify with the action, excitement and fun
embodied in Cell C. Equally so the company and
the brand is taken seriously by business people
with a different communication objective. As the
company grows, more and more South Africans
across the spectrum really are beginning to “C”
for themselves.
Cell C is proud of what is has achieved to
date, but is still looking ahead as the best is yet
to come. Without a doubt Cell C is constantly
seeking to introduce new products and services
to the market in order to enhance competition in
South Africa.
THINGS YOU DIDN’T KNOW ABOUT
CELL C
Cell C has been offering 1, 12 and 24
month contracts on all of its contract
packages since inception
Cell C is the first network operator
to offer their customers free Cell C to
Cell C calls over weekends
Cell C offers flexible innovative product
offerings and has an extensive distribution
network
Cell C was the first to ‘paint the town red’,
brand the exterior airport bridges and
corridors and the first to take advantage
of train station platforms
Cell C’s launch coincided with the
eclipse
Cell C was the first operator to be issued
with a GSM 900 and 1800 HMz spectrum
license
Cell C is still South Africa’s most
empowered cellular company