Project Description

BLACK Content Platform Launch & Activation 2018


We worked alongside OrangeBlock to design and create a campaign to launch and promote Cell C’s content streaming mobile app called “black”.

Together we created the GETblack gameshow,; a fun and engaging way to get consumers excited about the brand. Our gameshow hosts, comedian Bongani Dube and radio host Msizi James, kept our audiences laughing and playing while learning about the product in shopping malls across Gauteng.

We wrote and composed the GETblack song with a choreographed dance activation that we then executed in taxi ranks and festivals in and around Gauteng, as well as in Limpopo. The resulting audience participation was unbelievable and crowds responded really well to dance competitions and product quizzes for great prizes.

We significantly exceeded our campaign KPI with over a million app downloads achieved.


The employee launch of BLACK took place at the Cell C Head Office in Johannesburg. We composed a song, choreographed a dance performance and created a unique game show called the GETblack Gameshow. These elements were performed for 2 000 staff members at the launch.


Launch the app to the public, create awareness and excitement and reach app download targets.


We used Cell C’s gig rig in taxi ranks and at festivals to play the song which we’d created, all across Gauteng, in combination with ‘foot soldiers’ who promoted the app. Our promoters reached their targets at every activation.

We created a fun, interactive gameshow to engage consumers in shopping malls and at festivals across Gauteng. Our two celebrity presenters enticed participants to play the games, win cool prizes and download the app. Again our promoters exceeded their targets every week.

The HQ

+27 11 234 6368

Our Socials