Success at the ITU for Cell C
November 16, 2001 The Cell C stand has been dubbed the most successful at the ITU conference, not only due to public interest in what the network has to offer, but also to the unique virtual approach that Cell C has taken in eliciting permission to communicate to consumers who seem to be ready for choice.
Queues had to be created to manage interested people who were literally crowding the stand in an attempt to get acquainted with the brand. Cell C offered the opportunity to win prizes such as starter packs and cellphones, creating a permission-based community from all who participated in their questionnaire. cellc They have extended this offer to the public, and those who are ready to be converted can go to http://www.clickatell.com/custom/cellc/cellc_data.html to stand in line for a prize. Cell C has already begun to deliver on the brand promise of offering consumers something special, by registering, consumers receive an instant branded SMS message from Cell C. They have bridged the gap between a cellular service provider and its consumers by making the brand more tangible and creating an intimate experience for the consumer. The sole aim for this initiative is to create a community of Cell C users, and the strategic component for this is managed by VWV in partnership with Clickatell. VWV spokesperson Louis-Marc Germishuys says, “VWV’s focus on permission-based Mobile Direct Marketing, in conjunction with excellent database and SMS technology provided by Clickatell, has allowed the initiative to be far more successful than anticipated. The market’s response has been overwhelming and the number of registrations has proved that the consumer is ready for choice.” Clickatell’s technology was key in setting up a registration process and SMS communication mechanism, which allows Cell C to communicate to the volunteer-converts. This has created an immediate relationship with the brand and allowed Cell C to offer a global free SMS facility to all people who registered. “It is a privilege to be part of this process and see some of our new technologies in such public demand,” says Danie du Toit, Marketing Director of Clickatell. The conference ends on 16 November, and has attracted visitors from around the globe.
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