Brief: Cell C launched a women’s only package called WINC – Women Incorporated. The brief was to gain exposure for the product within the target market of women between the ages of 25 and up. The motto of the campaign was “Lighten the Load” and the brief was to bring this alive through experiences with our target audience.

Execution: A highlight of the many of the events which took place was the Cinderella Stop at the 2010 J&B Met. The most stylish racing event on the South African Calendar, ladies arrive in their best designer gear but soon feel the painful circumstances of wearing those killer heels. An area called the Cinderella stop for Cell Phone network Cell’s women’s package WINC, in partnership with Havaianas,was created. At the Cinderealla stop, located next to the rest room area, ladies deposited their designer heels, to be kept in Perspex glass shoes boxes and protected by 2 burley security guards. The ladies then received a complimentary pair of sandals from Havaianas so that they could “lighten the load” and dance the night away!