Cell C, the third largest South African cellular company wanted to advertise their nationwide cellular coverage.
The solution - a hoax.
It 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.
The overview video :
The solution - a hoax.
It 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.
The overview video :
Cell C logo :
The spectacle :
TV spots
Day 1 :
Day 1 :
Day 2 :
Day 3 :
Day 4 :
Day 5 :
The press that ran in the nation newspaper on April Fool's :
