Target: LSM 1 - 10 | Coverage: National | Date: August 2010 - December 2011 | Media: 360° Campaign
Cell C were looking at various ways to improve customer service and increase their subscriber base. They decided to rebrand the company using comedian Trevor Noah as the face to drive a national outdoor advertising campaign.
Tractor Outdoor’s transit advertising and billboard advertising 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.
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.