20 Jan 10 PEPcell’s RICA RICHES a roaring success Tasked with encouraging SIM card registration at PEP branches in accordance with the new RICA act, Zoom launched the PEPcell RICA RICHES campaign at the start of December. Six weeks into this 13-month campaign, the numbers are simply staggering. SMS entries into the competition average around 5 000 per day for December and the first half of January, with peak days seeing as many as 10 000 people entering. Given the massive footprint that PEP has across South Africa, along with PEPcell’s domination of the airtime and handset market, this is hardly surprising. The campaign comprises five TV commercials, a series of radio ads, SMSs and various in-store and leaflet elements – all encouraging South Africans to add a little bling to their lives by registering their SIM cards and entering the competition. Cash and airtime prizes to the value of R10million will be given away during the course of 2010. Back to News index >>