Cell C fans set to WIN this summer with campaign from McCann1886
03/12/2019
Cell C has launched its new Summer campaign for 2019 with a massive consumer promotion whereby millions of cash prizes are up for grabs as well as smartphones, laptops, data, shopping vouchers and much more. WIN24 Summer is currently the only telco competition that will literally make everyone a winner when they buy a bundle from Cell C.
Devised by the agencys creative team led by Executive Creative Director Gareth Lessing, the 360deg campaign includes television, radio, out-of-home, point-of-sale, print and digital executions, activations and promotions, internal communications and PR as well as social media and a micro site dedicated to its competition element,
The Cell C team briefed McCann1886 to develop a summer theme to bring Cell C to life and drive meaning behind the brand, its disciplines and verticals, and its offerings, said the companys Executive Head of Marketing, Hazel Chimhandamba.
Doing this, we knew, would continue to build equity behind the brand, stand for something, stand out, and connect with people in an emotional and real way. The agencys response was a campaign heroing social inclusion, of bringing together people by sharing how each of the millions of South Africans live and share during the summer - the Cell C way, she said.
According to Lessing, a key consumer insight leading to the development of the campaign was that - when it comes to summer - you never want it to end.
No matter how long the months, the holiday or the party ... it just never seems enough, he said. As a result, everyone wants to enjoy every second and cram as much as they can into the summer months of the year.
Leveraging off this insight to answer the brief, we created a TV commercial that showed a 24-hour summer - featuring scenes ranging froms sunrise, to sunset and midnight celebrations - to drive home that, with Cell C, anyone could have a 24 summer. And, because not everyones summer is the same, we added as much variety into the commercial as possible to demonstrate the diversity of our consumer, as well as the season.
Bolted onto this fun, fresh and resonating piece of communication was the irresistible draw of a competition. So, not only could consumers enjoy 24 summer, download 24 summer, party 24 summer, binge 24 summer and get the best deals 24 summer, they could WIN 24 Summer.
The TVC (which you can view here: https://www.youtube.com/watch?v=UZsa6B37zfQ) and images for other elements of the campaign, including the mobi site for the competition (which you can view here: https://24summer.cellc.co.za/) were shot over four days by Slim of Darling Films.
The many locations included Happy Island (pool scene), Breeze Block Cafe, Brixton (opening scene), Eldorado Park (children and oupa scene), Sophia Town (dancing near car scene - at night), Emmerentia (party in the rain - at night), Pirates Club (Sharks and Tik Tok scene), Milpark Skate Park (skate boarding), Northcliff Hill (viewpoint), Balfour (road trip) and Witieshoek, Drakensburg (man and dog).
Credits:
Client: Cell C
Campaign: WIN Summer 24 - 2019
Creative Agency: Mccann1886
Executive Integrated Business Director: Terry Unser
Account Director: Thomas Countee
Executive Creative Director: Gareth Lessing
Copywriter: Robert Selmer-Olsen
Art Director: Graeme Van Jaarsveld
Strategic Planner: Dallas Glover
TV Producer: Maggie Post
Production house: Darling Films
Director: Slim
Post-production: Left
Embedded video for Cell C fans set to WIN this summer with campaign from McCann1886
Commercials
Africa South Africa
0833031778
LINK: | https://www.filmcontact.com/news/south-africa/cell-c-fans-set-win-summ... |
See more stories from filmcontact |
Africa Stories
29/03/2024
Muvhango: Thursday's episode, 28 March 2024 [VIDEO]
Muvhango: Thursday's episode, 28 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South African webs...
29/03/2024
Gqeberha: The Empire - Thursday's episode, 28 March 2024 [VIDEO]
Gqeberha: The Empire - Thursday's episode, 28 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South...
29/03/2024
My Brother's Keeper: Thursday's episode, 28 March 2024 [VIDEO]
My Brother's Keeper: Thursday's episode, 28 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The Sou...
29/03/2024
Umkhokha: The Curse - Thursday's episode, 28 March 2024 [VIDEO]
Umkhokha: The Curse - Thursday's episode, 28 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South ...
29/03/2024
Skeem Saam: Thursday's episode, 28 March 2024 [VIDEO]
Skeem Saam: Thursday's episode, 28 March 2024 [VIDEO]Missed an episode of Skeem Saam? No problem! Watch the latest episode of your favourite South African s...
29/03/2024
House of Zwide: Thursday's episode, 28 March 2024 [VIDEO]
House of Zwide: Thursday's episode, 28 March 2024 [VIDEO]Stay up to date with the latest episode of South African soapie House of Zwide on The South African...
28/03/2024
DJ Sbu makes shock return to SABC radio after almost a decade
DJ Sbu makes shock return to SABC radio after almost a decadeRevered radio host, media personality, philanthropist, and businessman DJ Sbu will finally be back ...
28/03/2024
Smoke and Mirrors: Thursday's episode, 28 March 2024 [VIDEO]
Smoke and Mirrors: Thursday's episode, 28 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South Afr...
28/03/2024
Tonight on House of Zwide: Zanele informs Zola of her pregnancy
Tonight on House of Zwide: Zanele informs Zola of her pregnancyDon't miss Thursday, 28 March's riveting episode of South African soapie House of Zwide o...
28/03/2024
Tonight on Umkhokha: MaMzobe outsmarts Gabisile but Difa's suspicion rises
Tonight on Umkhokha: MaMzobe outsmarts Gabisile but Difa's suspicion risesDon't miss Thursday, 28 March's riveting episode of South African soapie U...
28/03/2024
Tonight on Uzalo: Mbatha wins Linda Sibiya over
Tonight on Uzalo: Mbatha wins Linda Sibiya overDon't miss Wednesday, 27 March's riveting episode of South African soapie Uzalo on SABC 1 on DStv channel...
28/03/2024
Generations: The Legacy - Wednesday's episode, 27 March 2024 [VIDEO]
Generations: The Legacy - Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The S...
28/03/2024
Prison Journalism: Witness the Cycle from the Streets
Prison Journalism: Witness the Cycle from the StreetsWesley Leong was incarcerated at the age of 15 in 1996 at Pollsmoor Prison. He is currently part of Restore...
28/03/2024
Prison Journalism: Inmate pre-release and release processes
Prison Journalism: Inmate pre-release and release processesDean Mashimbwe, a Zimbabwean migrant residing in Cape Town, was incarcerated at Pollsmoor Correctiona...
28/03/2024
Streaming today: When You Finish Saving The World' on Netflix - 28 March 2024
Streaming today: When You Finish Saving The World' on Netflix - 28 March 20...
28/03/2024
Prison Journalism: The Story of Paulus
Prison Journalism: The Story of PaulusDavid van Nek was incarcerated in Pollsmoor Prison from 2013 until 2015 and participated in the restorative justice progra...
28/03/2024
Prison Journalism: Inside and Outside
Prison Journalism: Inside and OutsideFawaaz Adendorff was incarcerated in Pollsmoor Correctional Centre and participated in a Restorative Justice programme whil...
28/03/2024
Tonight on Muvhango: Imani escapes Khumo's hellhole
Tonight on Muvhango: Imani escapes Khumo's hellholeDon't miss Thursday, 28 March's riveting episode of South African soapie Muvhango on SABC 2 on DS...
28/03/2024
Tonight on Generations: Kea can sense her brother is hiding something
Tonight on Generations: Kea can sense her brother is hiding somethingDon't miss Thursday, 28 March's riveting episode of South African soapie Generation...
28/03/2024
Tonight on Smoke and Mirrors: Magolide and Tiny compete against each other
Tonight on Smoke and Mirrors: Magolide and Tiny compete against each otherDon't miss Thursday, 28 March's riveting episode of South African soapie Smoke...
28/03/2024
Tonight on Champions: Washington's struggle takes an unexpected turn
Tonight on Champions: Washington's struggle takes an unexpected turnDon't miss Thursday, 28 March's riveting episode of South African soapie Champio...
28/03/2024
Tonight on Scandal: Tibi's meltdown softens a teacher
Tonight on Scandal: Tibi's meltdown softens a teacherDon't miss Thursday, 28 March's riveting episode of South African soapie Scandal! on e.tv on DS...
28/03/2024
Tonight on Gqeberha: Lulama tells Thulani that she's pregnant with his child
Tonight on Gqeberha: Lulama tells Thulani that she's pregnant with his childDon't miss Thursday, 28 March's riveting episode of South African soapie...
28/03/2024
Tonight on My Brother's Keeper: Ndumiso has the wrong end of the stick
Tonight on My Brother's Keeper: Ndumiso has the wrong end of the stickDon't miss Thursday, 28 March's riveting episode of South African soapie My Br...
28/03/2024
Tonight on Skeem Saam: Lehasa doubles down on his ill-treatment of Pretty
Tonight on Skeem Saam: Lehasa doubles down on his ill-treatment of PrettyDon't miss Thursday, 28 March's riveting episode of South African soapie Skeem ...
28/03/2024
Smoke and Mirrors: Wednesday's episode, 27 March 2024 [VIDEO]
Smoke and Mirrors: Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South Af...
28/03/2024
Muvhango: Wednesday's episode, 27 March 2024 [VIDEO]
Muvhango: Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South African web...
28/03/2024
Gqeberha: The Empire - Wednesday's episode, 27 March 2024 [VIDEO]
Gqeberha: The Empire - Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The Sout...
28/03/2024
Skeem Saam: Wednesday's episode, 27 March 2024 [VIDEO]
Skeem Saam: Wednesday's episode, 27 March 2024 [VIDEO]Missed an episode of Skeem Saam? No problem! Watch the latest episode of your favourite South African ...
28/03/2024
House of Zwide: Wednesday's episode, 27 March 2024 [VIDEO]
House of Zwide: Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episode of South African soapie House of Zwide on The South Africa...
28/03/2024
My Brother's Keeper: Wednesday's episode, 27 March 2024 [VIDEO]
My Brother's Keeper: Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The So...
28/03/2024
Uzalo: Wednesday's episode, 27 March 2024 [video]
Uzalo: Wednesday's episode, 27 March 2024 [video]Stay up to date with the latest episodes of your favourite South African soapie on The South African websit...
28/03/2024
Scandal!: Wednesday's episode, 27 March 2024 [VIDEO]
Scandal!: Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South African web...
28/03/2024
Umkhokha: The Curse - Wednesday's episode, 27 March 2024 [VIDEO]
Umkhokha: The Curse - Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South...
27/03/2024
Tonight on Generations: Hlomla is shaken that he came face to face with the stalker
Tonight on Generations: Hlomla is shaken that he came face to face with the stal...
27/03/2024
Tonight on Smoke and Mirrors: Tiny and Magolide plot to get the Managerial position
Tonight on Smoke and Mirrors: Tiny and Magolide plot to get the Managerial posit...
27/03/2024
Tonight on Skeem Saam: Oritonda gets to shine and it all seems to be going well for him
Tonight on Skeem Saam: Oritonda gets to shine and it all seems to be going well ...
27/03/2024
Tonight on Muvhango: Khumo, who is out on bail, tortures Imani
Tonight on Muvhango: Khumo, who is out on bail, tortures ImaniDon't miss Wednesday, 27 March's riveting episode of South African soapie Muvhango on SABC...
27/03/2024
Scandal!: Tuesday's episode, 26 March 2024 [VIDEO]
Scandal!: Tuesday's episode, 26 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South African websi...
27/03/2024
House of Zwide: Tuesday's episode, 26 March 2024 [VIDEO]
House of Zwide: Tuesday's episode, 26 March 2024 [VIDEO]Stay up to date with the latest episode of South African soapie House of Zwide on The South African ...
27/03/2024
Generations: The Legacy - Tuesday's episode, 26 March 2024 [VIDEO]
Generations: The Legacy - Tuesday's episode, 26 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The Sou...
27/03/2024
Streaming today: The Believers' on Netflix - 27 March 2024
Streaming today: The Believers' on Netflix - 27 March 2024Looking for something to watch tonight? Check out all the new streaming releases from all your fa...
27/03/2024
Tonight on Uzalo: Mondli thinks he may have an idea who robbed the police station
Tonight on Uzalo: Mondli thinks he may have an idea who robbed the police statio...
27/03/2024
Tonight on House of Zwide: Faith leaves Funani due to unappreciated support, despite Funani's pleas
Tonight on House of Zwide: Faith leaves Funani due to unappreciated support, des...
27/03/2024
Tonight on Umkhokha: MaMzobe tries to threaten Gabisile to not tell
Tonight on Umkhokha: MaMzobe tries to threaten Gabisile to not tellDon't miss Wednesday, 27 March's riveting episode of South African soapie Umkhokha: T...
27/03/2024
Tonight on My Brother's Keeper: Ndumiso threatens to move out of home over his parent's disrespect of his wife
Tonight on My Brother's Keeper: Ndumiso threatens to move out of home over h...
27/03/2024
Tonight on Gqeberha: Stokkie makes a major move for his future
Tonight on Gqeberha: Stokkie makes a major move for his futureDon't miss Wednesday, 27 March's riveting episode of South African soapie Gqeberha: The Em...
27/03/2024
Tonight on Scandal: A young girl brings a dark cloud into her family's home
Tonight on Scandal: A young girl brings a dark cloud into her family's homeDon't miss Wednesday, 27 March's riveting episode of South African soapie...
27/03/2024
Tonight on Champions: Lebo gets career-changing news, but Ferrari looms large
Tonight on Champions: Lebo gets career-changing news, but Ferrari looms largeDon't miss Wednesday, 27 March's riveting episode of South African soapie C...
27/03/2024
Gqeberha: The Empire - Tuesday's episode, 26 March 2024 [VIDEO]
Gqeberha: The Empire - Tuesday's episode, 26 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South ...