As competitors continue to offer lower rates to attract consumers, Cellcard needed to strengthen the perception that its rates may not be as low, but the quality of its offers (e.g. calls) remains unbeatable in the market.

Our strategy was to shift the focus from product selling to ultimately connecting consumers with the attributes of the brand – quality calls, strong network connectivity and human connections – rather than just the product.

The “Toycar” TVC focused on a lower-income family challenged by financial problems, whose crisis is resolved by making an important call via Cellcard’s mobile network.