Cell C

Extensions Campaign

Summary

Taking mobile provider Cell C into salons across South Africa, we closed the last mile of the customer journey through the nation’s hair care experts.

ratio holder

Challenge

In some countries, lockdown meant switching to digital. But in South Africa, 34% of the population are digital averse. That’s 14 million people who won’t run their lives via their cellphones.

Idea

We found our insight in the heart of South African culture – hair salons. There are 37,000 hair salons, with customers spending up to eight hours getting their hair done. We transformed 500 salons across the nation into a new network of Cell C advisors, closing the last mile of the customer journey thanks to the nation’s hair care experts.

Results

Increase in data bundles and airtime sales
30%
The percentage of customers who could recall the Cell C branding and offerings
100%

Festival of Media Global 2022
Bronze
Best Campaign for a Local Brand
Festival of Media Global 2022
Gold
Best Direct to Consumer Marketing Campaign
Festival of Media Global 2022
Silver
NEW: Best Response Campaign

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