On the 10th of November 2006, Mobile Number Portability was officially launched, which meant that cellphone users – for the first time – could change their network without having to change their number.

Our through-the-line campaign provided the cheeky impetus for people to switch to Cell C.The idea was to personify your number as a group of little people who had become intimately attached to you.Media Implementation We launched with a TV ad, which was supported with billboards, print, and brought to life in stores and on an interactive web mailer.