Cell C has walked away with the title of fastest growing brand value in South Africa in a year where local businesses faced some tough trials, according to leading brand finance periodical, Brands & Branding.
“This welcome news is the latest step on the path of Cell C’s journey toward strengthening our business through providing world class service to all of our customers,” says Junaid Munshi, Cell C’s Chief Commercial Officer.
“The Cell C brand is a critical component of our transformative efforts and it’s reassuring to see that our efforts are bearing fruit,” he adds.
Cell C set out in 2018 with a clear intention to address ways in which it could address ways to strengthen both the company’s brand while delivering the best value-for-money service for subscribers. The year began with a full rebrand, changing the company’s insignia from black to a more welcoming orange, giving it more of a fresh feel, inviting subscribers to “connect your way”.
This in turn spearheaded the change in Cell C’s overall advertising, introducing a more vibrant, funky messaging style aimed at not only informing Cell C customers about great deals, but connecting with them on a more emotional level.
The brand was further strengthened with the launch of a variety of products and services that spoke more to Cell C consumers’ needs and desires. Products such as Cell C’s ShoutOut bundle, which gave subscribers access to social media platforms WhatsApp and Facebook from as little as R10, and MediaPlay, a unique package that combined free data to black with great value on data, voice and SMSes were launched with great success. Consumers were also able to take advantage of great sale windows such as Fantastic Friday and GIGamania, which offered great deals over a limited time.
It’s down to the innovation of Cell C’s staff and management who continue to adhere and apply the company’s core values – Be Customer First, Be Disruptive, Be Adventurous, Be Resilient, Own It and Embrace Diversity – that Cell C rose to each challenge in 2018, capping the year by topping the list for fastest growing brand value. Cell C recorded the fastest growing brand value in South Africa over the last year, up 48% to R3.7bn.
Cell C, has used rough times to generate opportunity as was evident in the recapitalisation of the business in 2016. “Cell C’s focus on the prepaid market has benefited, like MTN, from increased data usage by mobile users,” says Brands & Branding.
“Cell C has met the challenges of 2018 head on and seen marked successes,” says Munshi. “We’re proud of what we’ve accomplished in a year that at times has been tumultuous.”
“We’re looking forward to 2019 with the same fervour, for both ourselves and our customers,” he says.