Cell C for yourself, the power is in your hands.
A key aspect of CellC’s new brand promise is that the network provider will listen to its customers in order to deliver tailormade solutions that will improve their livelihoods. But where did it all start for the rejuvenated brand?
November 2001 marked the beginning of an official opposition mobile operator to Vodacom and MTN. From the headquarters the following words were proclaimed with great enthusiasm; “True competition is finally coming to South Africa’s mobile cellular market… We reiterate our commitment to affordability, choice and a level of personalised service not yet seen in this country”. Cell C introduced an innovative pricing structure such as per second billing, and launched an attractively hip branding campaign. The entire campaign was build around the letter C that was displayed in images used to communicate to the market.
Then, it was said that the Cell C brand name is meant to represent “individuality, choice, simplicity, value, and attitude.”
Recently, Cell C which for the past nine years has been associated with a red logo and spotted “C”, revealed a refreshing new black and white logo with the “C” in the letter part of Cell C, placed in a solid circle. According to the company’s CEO, not Trevor Noah, the new corporate identity reflects the mobile operator’s vision of understanding its customers’ way of life better than anybody else. The intention is to tailor solutions that would enhance the lifestyles of its customers. According to the CEO, Reichelt, the new brand speaks to the changes the company is making to improve the experiences of its customers.
Other aspects of the new corporate identity are explained as follows:
- The six-colour bar which represents the colours of the South African flag as a symbol that Cell C cares about South Africa.
- Cell C intends to cater to all customers and not just those within specific LSMs.
It is reported that the rejuvenated brand resulted from changes taking place within the organization. And through the new brand, the company aims to appeal and inspire both its staff and customers. To live up to their new brand promise, Cell C undertook an important partnership with comedian Trevor Noah, who is the Customer Experience Officer (Officer), mandated to be a voice for Cell C customers. It’s a strategic move to promote transparency and engage with customers in order to gain their trust.
- Cell C has connected all the dots and made the customer the centre of the new brand.
- Its old brand’s focus of individualized service has matured. Customers are now able to co-create with the mobile service provider. Hence the phrase: “The power is in your hands”
Gauging from the more than three thousand responses to Cell C’s marketing campaign, involving Trevor Noah, it can safely be argued that the new or rejuvenated brand is very popular. However, it is a bit too early to measure the success of the new campaign. Time will tell. And Cell C’s customers will see for themselves whether their service provider is willing to listen, engage, and provide real solutions that will benefit their lifestyles and livelihood.