DStv (Multichoice) – Olympic retail ›

DStv (Multichoice Africa)
Sector:Media & Entertainment
Service Category: 360 Integrated Campaign Fulfilment
DStv (Multichoice Africa)

The problem

South Africa's Pay TV giant DStv enjoys the appeal of big ticket items like the Olympics to attract new subscribers. DStv's sister company, SuperSport is the biggest sports broadcaster in Africa and is only available on DStv. SuperSport had exclusive rights to live HD Olympic coverage. While SuperSport's advertising pushed these attributes, DStv's retail focus was to sell the HD PVR decoder. This technology allowed access to the HD channels, and also introduced a whole new way of watching TV. The ability to pause, rewind, record and slow-mo live television action meant that these Olympic Games could be experienced like never before. But at R1500 plus installation costs the HD PVR decoder was still a tough sell in the current economy.

The solution

RedWorks’ solution was to creatively demonstrate the benefits of the HD PVR targeting the higher end consumer and current subscribers that could upgrade to HD PVR. We produced a series of unconventional print ads and outdoor materials that ran across a variety of media throughout South Africa. The rollout was extensive. Living up to our ethos that retail should never be boring, we produced work that stood out, entertained, created talk, executed the intended job and helped our client exceed their targeted sales.

The work