Flicking through the latest edition of Marie Claire last night, the one with Emma Watson and her new pixie crop on the cover looking gorgeous, I noticed a rather superfluous and indulgent 4 page advertising spread by my favourites, Cell C. I paged through the spread and couldn’t figure out the gist of the campaign – it seemed like all the other Cell C fluff to me. And I carried on merrily reading my magazine. I was about to call it a night when I noticed that the last page of the campaign was abnormally thick, as though something had been hidden inside it. I ripped the page open [with difficultly] to discover what appeared to be a sound recording device of sorts. Huh? Had I been bugged by Cell C?
The answer is no, which I realised after I’d flicked the device around a few times, because out roared Trevor Noah and “Welcome to the world of Cell C, the power is in your hands”. Or at least this is what I think he said, because I could only get the thing to work once. So I hadn’t been bugged at all, I’d in fact fallen victim to Cell C attempting to be cutting edge and innovative in their advertising, except the gadget didn’t work when I turned the page.
What a load of bollocks.
Wouldn’t investing this [now wasted] money into the community add more value to the brand? Imagine erecting pop-up phone booths across the country, allowing South Africans the opportunity to call loved ones for free for a day, or a week, or whatever. Or how about sponsoring Cell C communications bursaries at tertiary institutions nationwide? Just a couple of thoughts. Use them, don’t use them.
I’m sorry Ogilvy, but this ineffective spread isn’t very memorable, cutting edge or innovative at all. It’s wasteful. And it reminds me of those cheesy cards that sing happy birthday to you. Sis.