Cell C

Extensions Campaign


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.

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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.


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.

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

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