Cell C kicks off its summer campaign in Epic style
October 7, 2014
Cell C is building on its ideal to make South Africans believe in the power they have to make a difference through the launch of its summer marketing campaign Believe and Make It Epic.
“We generated a lot of excitement last year with our Believe campaign, giving over 2 million rand in prizes away. Prizes that changed people’s lives and allowed them to live their own believe stories,” says Cell C CEO Jose Dos Santos.
“We still think that South Africans have a lot to believe in, but we want them to dream bigger, we want them to make it Epic,” he says. The campaign, a true showcase of Cell C as the consumer champion, is a visual feast that is both inspiring and aspirational – building on Cell C’s own core values.
The television commercial, which will have its first airtime on 5 October, features 824 extras, 72 crewmembers, 29 celebrities and two super cars. It took eight days of filming in some of South Africa’s most scenic spots.
In this year’s campaign, Cell C is also integrating its sponsorship properties and ambassadors into the television spot. The company’s flagship sponsorship of the Cell C Sharks, gives Sharks CEO John Smit a lead role in the campaign. Current Miss South Africa, Rolene Strauss and Cell C ambassador and renowned actress, Sophie Ndaba also feature in the commercial.
Other celebrities making an appearance in the television segment include musician Jack Parow; former cricketer Jacques Kallis; and surfing pro and model, Roxy Louw.
“Incorporating these elements really gives the commercial an inspirational aspect to the commercial that we feel will bring South Africans closer to the brand,” says Dos Santos.
In the spirit of making it Epic, Cell C cast a special young man as the lead character, Epic Eric, to star alongside the long list of celebrities. Phindile Ralalara will have his life changed for the better through this campaign.
Phindile’s mother, Patricia, single handedly raised him in her hometown of Khayelitsha. Patricia’s determination and focus for Phindile’s life to be better resulted in her being awarded a bursary for her tertiary education and she is now fully employed and the sole breadwinner and provider for her entire family comprising of eight members.
“Phindile has shown the same determination that his mother has and both he and Patricia epitomize our Believe campaign values. That your dreams can lead to achievements if you just believe in the power in you,” says Dos Santos.
Cell C continues its drive to support those who need a little reason to believe by incorporating a social media element into this campaign that will drive donations for charities selected by three of our brand ambassadors. Sophie Ndaba has selected the Stop Hunger Now campaign, Rolene Strauss has chosen The Tomorrow Trust and John Smit is asking customers to donate to the SPCA or The SAB Mark Boucher Legacy.
Customers will also stand a chance to win over 7700 prizes from the online platforms worth R5 million. Prizes range from airtime and data to high-end smartphones to epic experiences. This portal will launch on 1 November.
In a first for South African mobile customers, Cell C will be offering free WhatsApp to its customers from 19 October.
“In a market driven by evolving technologies and changing trends within the mobile network industry, Cell C continues to make tremendous efforts to positively transform the lifestyle and livelihood of its customers and all South Africans,” concludes Dos Santos.