MediaCom SA wins at the FOMG Awards

MediaCom South Africa (SA) has announced that it was awarded three Festival of Media Global Awards (FOMG) for the campaign executed for Cell C.

The FOMG Awards is held annually, and it provides a platform for the best-in-class media and marketing companies around the world to showcase and celebrate their work.

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The 'Cell C Extensions' campaign received a Gold in the Best Direct-to-Consumer category, a Silver in the Best Response category, and a Bronze in the Best Campaign for a Local Brand category. According to the awards — with events in Singapore, New York, Milan, Miami and London — the FOMG Awards have been upholding global industry benchmarks for the past 15 years.

The 'Cell C Extensions' campaign received a Gold in the Best Direct-to-Consumer category, a Silver in the Best Response category, and a Bronze in the Best Campaign for a Local Brand category.

According to the awards — with events in Singapore, New York, Milan, Miami and London — the FOMG Awards have been upholding global industry benchmarks for the past 15 years.

The Direct-to-Consumer category requires brands to:

  • directly reach consumers in a way that is strongly aligned with brand identity while demonstrating positive business-to-consumer engagement
  • drives customer loyalty, and
  • shows increased purchasing behaviour.

"This campaign was a true testament of the impactful collaboration we have between Cell C and MediaCom," says Oscar Onyach, strategic account director at Mediacom SA. "It is because there was a seamless alignment of values, insights and purpose that our team was empowered to drive influential change."

Hazel Chimhandamba, executive head of marketing at Cell C, adds, "We are honoured to be recognised on global stages alongside some of the world's greatest brands. Our partnership with MediaCom is centred around growth, and the results of our strategic responses to market shifts bear testament to the growth ambition that we share."

"I am very proud of the entire team on the account. It's not every day that an agency pitch sees the light of day and scoops awards too. Well done MediaCom and the team at Cell C," says Chimhandamba.

A new network of Cell C advisors
After facing changing customer needs and behaviours, Mediacom SA says that it had to find a new way to interact with digitally-averse consumers in a face-to-face environment.

The interactions also had to drive awareness about Cell C's products and offerings in a manner that guarantees brand visibility and increases brand and product consideration.

The 'Cell C Extension' campaign found its insight in the heart of South African culture — hair salons. Customers spend up to eight hours getting their hair done. Consequently, salons are cornerstones of their communities and stylists are trusted influencers.

MediaCom SA says that it transformed hundreds of salons across the nation into a new network of Cell C advisors, who were trained by regional sales teams during weekly visits to each store, where updates were given about new products.

These salon owners were incentivised to act as advocates for the company by providing grants for new equipment, such as hairdryers, as well as free airtime and dongles, which assists to reduce their operational costs.

Innovation leads to industry impact
According to the brand, results speak for themselves. Post campaign research found that:

  • 100% of customers could recall the Cell C branding and offerings
  • 90% of customers had a positive experience with the brand, and
  • 80% of customers would consider switching to Cell C.

The brand says that it is even more impressive that Cell C's NPS rose from June 2020 to February 2021, overtaking the telco company that was in the second position.

According to Kantar BrandZ SA, Cell C now ranks at 19 in South Africa.

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