“The challenge all marketers face is the convergence of the digital channels into the print environment,” says Mandy Waddington, Marketing Executive, Cell C. “The talking advert provided us the perfect opportunity to converge digital with print, bringing the print environment to life in a whole new way using Cell C's spokesperson, Trevor Noah.

“With the rise of digital technology, marketers are now challenged to find clever concepts such as this one to make their messages and products stand out in traditional media such as print. Innovation is one of Cell C's core values and what better way to physically demonstrate this by using a sound device that grabs the readers’ attention, pulling them into the ad,” concludes Waddington.

When the pages are turned and exposed to light, readers receive a warm welcome to the world of Cell C by the familiar voice of Cell C 'CEO', Trevor Noah. The advertisement further informs readers how Cell C has changed its look, call centres and in-store experience, while inviting them to visit the new stores, purchase a BlackBerry and stand a chance to win a BlackBerry for a friend and a Cell C USB Speed Stick for themselves.

“We want to thank Cell C for having the vision to take a big idea and believe in it,” says Rebecca Whisson-Smeda, Associate Publisher for Associated Magazines. “This advert is testimony to our strategy of creating innovative advertising solutions for our advertisers and to introduce new technology to the print medium.”

The insert can be found in all Associated Magazine titles including Cosmopolitan, Marie Claire, O, The Oprah Magazine on sale now and House and Leisure Food on sale from 26 January.