Cell C, the third largest South African cellular company wanted to advertise their nationwide cellular coverage.
Our solution used TV, press and radio PR and was launched with a breaking news report that featured alongside the TV evening news. A massive 30 meter crop circle was found on a farm just outside of Johannesburg. The following day featured another newsbreak, announcing the appearance of a second crop circle. Day 3 and Day 4 brought even more news on the strange phenomenon. Each day’s TV news was assisted with radio DJ coverage of the story, as well as print and viral e-mail carrying updates on the strange phenomenon. Day 5’s reports revealed that the last few circles aligned perfectly to form the brand’s logo. Coincidentally, it was April 1, April Fool’s Day.
The overview video :
Our solution used TV, press and radio PR and was launched with a breaking news report that featured alongside the TV evening news. A massive 30 meter crop circle was found on a farm just outside of Johannesburg. The following day featured another newsbreak, announcing the appearance of a second crop circle. Day 3 and Day 4 brought even more news on the strange phenomenon. Each day’s TV news was assisted with radio DJ coverage of the story, as well as print and viral e-mail carrying updates on the strange phenomenon. Day 5’s reports revealed that the last few circles aligned perfectly to form the brand’s logo. Coincidentally, it was April 1, April Fool’s Day.
The overview video :
These are the TV spots that ran in the news over 5 consecutive days (Click on Day to view) :
Day 1
Day 2
Day 3
Day 4
Day 5
The press that ran in the National newspaper on April Fools :
...............................................................................
