Portfolio

Project:

Celtel

Territory:

Across the Region

Celtel, making life better

The Problem?
In the late noughties, Celtel was perceived as a purely functional device marketed on its reliability.  To grow the business, the brand needed to offer more than these rational benefits. 

What did we resolve this?
We connected with consumers in Burkina Faso, DRC, Kenya, Madagascar, Nigeria, Tanzania and Zambia to explore how having access to a mobile phone had empowered their daily lives.   

The Results?
The result was Celtel’s pan African ‘Making Life Better’ campaign that promised to make African people better connected and so able to get more done.
This helped the brand achieve its goal of becoming the number one telephony brand across Africa.