According to Ogilvy Johannesburg creative director James Daniels, simply telling the viewer about what's on television is no longer compelling. "Within all those channels, programmes and millions of images lies that "something" that viewers are actually attracted to and what they seek out of the entertainment.
"The benefit - something we truly deliver, something tangible, something true and meaningful, something that lasts long after the titles have rolled - is emotion," says Daniels.
The campaign is aimed at maintaining excitement around the brand, says Maja. "The campaign has just begun and there are many more surprises to come. We want DStv to be top of mind. We want to keep our loyal subscribers interested and awaken interest in those who aren't subscribers."
The national campaign comprises billboards, radio ads, building wraps, street pole ads, press and magazine ads and mobile media.
Every image used has been carefully selected to have relevance to DStv's 55 channels, from a roaring lion from Discovery channel with the words "see more" to a slightly irreverent image of the kissing couple accompanied by the words "taste more".
A Mindshare media strategist on the Multichoice account explains that the mobile media element of the campaign, which involves police cars, ambulances, limousines and other vehicles, is a fun and novel way of supporting the More positioning. "Mobile media offers flexibility in execution. Logistics aside, the creative execution and use of the vehicles make for an unexpected consumer experience," he says.
In fact, the driver of one of the vehicles was arrested on two separate occasions for impersonating a police officer. Police became suspicious when they noticed he was dragging an enormous DStv Thrill More billboard behind his police vehicle...
