CAMPAIGN CASE STUDY: “CELL C”
CLIENT: Cell C
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Target: LSM 1 - 10
Coverage: National
Date: August 2010 – December 2011
Media: 360° Campaign
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Background: Cell C were looking at various ways to improve customer service and increase its subscriber base. They decided to rebrand the company using Trevor Noah as the face to drive a national campaign.
Campaign: Tractor Outdoor’s transit and billboard mediums were used to cover the Western Cape. A total of 4 strategic sites as well as 10 buses were utilized to promote Cell C’s new logo, brand feel and value propositions.
Result: The presence of the outdoor mediums contributed to Cell C increasing its subscriber base by 8% as well as its market share to 14.5%, an increase of 2.5%. The campaign had been such a huge success that the outdoor facet had been renewed until the end of 2011.
