Cell C is the smallest of South Africa’s 3 mobile players. We’ve been fighting with the other networks, accusing them of preventing competition and ripping-off consumers.
The richest network took out a DPS in SA’s biggest newspaper. It was addressed to us and was filled with false claims and accusations.
So, we took their ad and covered up some of the words –  to reveal what was a more truthful picture.
We then sent our amended ad to online, press and radio journos.
It caused quite a stir.
Google ‘Cell C Response Ad’ to see the responses.