The campaign includes a TVC featuring South African Springbok Siya Kolisi and Olympian Wayde Van Niekerk, the Nelson Mandela Bridge and Johannesburg crowds. It also has a string of radio ads currently on-air, as well as print ads, billboards and digital media.
"Mid 2018, we were handed the brief of briefs – ‘We want to reposition our existing Brand to take it to the next level’. No big deal, right?" says the team at SRL. "We turned what started as a look and feel exercise into an integrated campaign, culminating in that epic TVC ... the one that launched on Wednesday, 21 November and that you’ve probably seen or been sent a link to watch."
According to Openview, the campaign is a response to curiosity around 'Free Satellite Television' by introducing the idea of free high-quality entertainment as a right for everyone. SRL and partners brought Tebogo 'Tebza' Malope of The Star Film Company on-board to direct the TVC.
The TVC aims to send a message around liberation by choice and the value behind 'free'. This effect was amplified by calling on athletes van Niekerk and Kolisi. The Openview commercial was filmed at various locations in Johannesburg and features a cast of 200+ people.
"The team at eMedia really put us through our paces in terms of carving out the positioning for Openview. We finally got to the ‘freedom of entertainment’ thought, and it felt right for Openview to be the liberator of entertainment, the brand for the people," says Marlin van Noie, chief creative officer at SRL.
"As an agency, it is a pleasure to work on a brand that actually has something of value to offer to the consumer," van Noie adds.
SRL has been named Openview’s agency of record and has re-launched the eNCA brand, as well as helped eMedia with the launch of new TV brands, such as OpenNews and KuierTyd – the broadcast network’s foray into the Afrikaans TV market.
For more information, visit
www.sugar-ray-leonard.joburg. You can also follow Sugar Ray Leonard on
Facebook or on
Twitter.