MTN’s latest radio ads go head-to-head with Cell C’s “papa’s got a brand new pack” campaign, insinuating that rival Cell C’s new pricing structure is inferior – but not mentioning any names.
Along with its new 99c For Real pricing restructure, Cell C launched an ad campaign boasting the 99c anytime, anywhere fees.
“Forget about the special discounts and restricted access ramble-jamble, you’re going to get on Cell C’s 99c For Real and only pay for the seconds you use,” the ad says.
At the launch of Cell C’s new pricing structure, MTN responded, saying that its MTN Zone Mahala offering has “the most attractive rates” and “are applicable at various times of the day which allows customers flexibility for when they would like to call,” MTN said.
“The new pricing announced by competitors would in fact be uncompetitive based on our customers’ current usage.”
Not sitting down on the matter, MTN has now launched a new radio ad campaign featuring Cell C’s “papa”, effectively calling the competing cellular operator out, and openly dismissing its product as inferior.
Cell C’s new pricing structure introduces a flat rate of 99c, slashing off-net and peak call tariffs to 99c per minute, and at the same time, cuts the rate of MMS messaging to 99c per message and giving customers data at 99c per MB.
This means that customers can phone who they want, when they want and not have to worry about peak or off-peak times, to which network the call is being made or which zone they are in.
The package MTN punts in its radio ad, MTN Zone Mahala, is a promotional package available only to MTN Zone customers on pre-paid and pay as you go.
According to MTN, “[the] MTN Zone price plan consistently offers customers free calls through MTN’s unique offerings of Mahala Thursdays, Mahala Nights, Mahala Weekends and Mahala Day time rates.”
Under the terms of the MTN Mahala Thursday promotion, Pre-paid and Top Up customers are given 50% free airtime on their recharge value when they recharge on Thursdays.
Subscribers must recharge with at least R10, but recharges are cumulative. International calls, roaming calls, calls to other networks, premium rated calls, video calls and MMS services are excluded.
Responding to MTN’s adverts, Cell C CEO, Alan Knott-Craig simply quipped, “It’s nice that someone else is paying for our advertising.”