The Cell C 'Change Your World' campaign launched with a 90-second TV film, revealing the growth journey of a football-mad young girl who, in the shadow of her two brothers, has to go above and beyond to fight for her passion and make her mark in the world.
"The film tells the inspiring story of a young woman growing up and striving to overcome the obstacles in her path towards achieving her dreams," says Hazel Chimhandamba, Cell C's executive head of marketing.
"Rather than being discouraged by her brothers' success, she works tirelessly to hone her skills as a coach and gain the trust of her players. Defying the doubts of all those who underestimated her as a young girl, she becomes the master of changing her world," adds Chimhandamba.
"Her story carries the empowering message we wish to bring to the country, calling on South Africans to take ownership of the change they wish to create in their own lives," says Chimhandamba.
Cell C says that, while the brand campaign execution touches on a key societal issue of gender equality and overcoming patriarchy, the overarching message is about changing the narrative of any stereotype or situation. It's also about defying norms to succeed despite the odds stacked against you.
The brand says that it is also a message that speaks to Cell C's own evolving business strategy to become one of South Africa's leading mobile networks.
"Cell C engaged Joe Public United at a critical stage of their turnaround strategy and together we seized the opportunity to shape the brand's communication around a truly meaningful, bold new philosophy," says Megan Perks, integrated ECD at Joe Public Johannesburg.
"Change Your World is the central theme driving the brand campaign, which will run throughout 2021. It's an invitation to take charge of one's dreams, to defy the circumstances you find yourself in and to overcome even in these most challenging times," adds Perks.
"There is also a correlation between the protagonist in the brand film and Cell C's own status quo in the South African mobile operator space, revealing how much dedication it takes to challenge that status quo as a market distruptor," Perks says.
"This is the growth journey that Joe Public United is embarking on with Cell C, driven through a strong focus on integrated film, digital, out of home and print communication," concludes Perks.
The 'Change Your World' campaign aims to position Cell C as a brand that understands consumers' needs and that it changes to grow with them.
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