Cell C has upped the ante in the battle for market share within South Africa’s telecommunication market.
The third largest operator in South Africa launched yesterday an advertising campaign challenging South Africans to check how much they are paying for their mobile calls.
The battle for market share has been heating up with Cell C, which entered the market way after the two giants MTN and Vodacom had firmed up their dominant positions. The entry of Telkom’s new mobile phone division 8ta has made things all the more interesting. There are also speculations that Cell C and 8ta might link up to take the fight to the two giants. With former Vodacom CEO, Allan Knott-Craig at the helm of Cell C is posing a serious challenge.
Cell C said “As the company with the lowest guaranteed flat call rate, Cell C believes that if South Africans are not paying 99c per minute, on pure per second billing to any network at any time, they are paying too much”.
“Our strategy for advertising and marketing is to build on the 99c challenge by creating material that speaks to the customer’s pocket,” said Cell C Chief Commercial Officer, Jose Dos Santos.
The group said it will soon add to the 99c challenge, a News Room style campaign, which asks hard-hitting questions about how much South Africans are paying for their calls.
“We believe that Cell C has a compelling value proposition for South African mobile users, with low call rates and excellent data rates, not to mention simple and transparent offerings. With this campaign, we want South Africans not already on our network to question why they continue to pay exorbitant rates,” says Dos Santos.
Cell C started the year with its Manifesto brand advert, which it says is designed to show that Cell C is a brand for everyone. The new slogan “The power is in your hands, now use it” affirms Cell C’s brand commitment to all South Africans.
The follow up to that is the Hands advert, a light hearted and fun brand campaign, which again delivers Cell C’s brand promise of putting the power in customers’ hands.
To back up its advertising and marketing, Cell C has launched the SUPACHARGE product, which gives all prepaid and contract TopUp customers free Cell C to Cell C calls, Cell C to Cell C SMSes and data with every recharge. The value of the bonuses depends on the voucher purchased.
With SUPACHARGE, customers that recharge with R500 or more receive unlimited Cell C to Cell C minutes, with no catch. They also receive 1000 free SMSes and 1000MB of data free on top of the value of their recharge value that can be used for calls to any network, anytime or any other services.
“We know that this new campaign will help build understanding in the market that 99c is the best value guaranteed flat rate available in South Africa. We know that South Africans will rise to the challenge,” says Dos Santos.