Cell C Crop Circles
Media Stunt
The client’s challenge
Cell C, the third largest South African cellular company wanted to advertise their nationwide cellular coverage.
The idea
A media hoax. We 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 press 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 concluded on the 1st of April, April Fool's Day.
These TV spots that ran during the evening news
Supporting material
This article we ran in newspaper on the 1st of April.
