Ah the public spat between mobile phone networks in South Africa has just been taken to the next level with Cell C responding to a full page letter from MTN in the Sunday Times over the weekend. Long story short…the networks are currently involved in a legal battle over call costs and termination fees blah blah blah. Anyways Cell C started by taking a stab at MTN with radio ads that they were ordered to withdraw. MTN then took out a rather sarcastic double full page ad in the Sunday Times directly aimed at Cell C. And now Cell C used that very letter in a comeback that may well be genius.
Here’s the original letter in the paper from MTN.
Click for the larger image. And here’s how Cell C altered it.
I enjoyed that last bit… “We’ve never stopped doing the people of South Africa’.
Sensational. I’m slow clapping.
Well played Cell C.
Game on MTN.