Service Category: 360 Integrated Campaign Fulfilment, Imaging
Christmas is the biggest retail period of the year and for DStv it is an opportune time to attract new subscribers. With the holidays, year-end bonuses and family being at the forefront of everybody's minds, subscribing to DStv may seem like an obvious choice. But it was also key to raise awareness of what DStv offers - people needed to be reminded of their multi-layered offering. Great upcoming programming across all genres: sport, movies, series, documentaries and music; the latest technologies of HD PVR, Box Office (renting movies straight to the PVR decoder), Mobile TV; all had to be packaged under one big festive retail campaign.
The insight for our campaign was that this was the time for people to reward themselves after a hard year's work. 'Let yourself GO for DStv' It allowed us to do a whole lot of executions that highlighted upcoming content. We were able to change the programming and still make the executions entertaining and relevant. Executions were tailored to highlight individual products and benefits. Outdoor and ambient executions were extensive. All work from concept and art direction to retouching and finished art was handled by the RedWorks team. RedWorks successfully worked to a narrow time frame: from brief to first material the deadline was two weeks, to complete rollout across all media was five weeks.