In order to keep the brand’s positioning relevant to future generations of television lovers, MultiChoice DStv, South Africa’s leading pay TV provider, has reached the decision to reposition after 20 years in market.
It was the realisation that people are beginning to favour the quality of their experiences over the quantity of channels on offer that raised concern about the continued pertinence of DStv’s ‘So Much More’ positioning line. In order to tackle this challenge, Ogilvy, together with the DStv Marketing Team decided to strengthen DStv’s quality time credentials by demonstrating that with DStv, the time one spends watching television always gives something back.
In order to deliver on this promise, Ogilvy needed to succinctly articulate why DStv content is unlike any other. The solution lay in the fact that watching DStv enables one to feel every moment – it sparks ideas, inspires one, and takes one to places that one has never been before.
To launch the new positioning, Ogilvy decided to focus on something that they know people value from their time but sometimes feel that television is unable to provide – moments of connection with the ones they love. With so many competing ways to spend one’s time, including family game nights and eating out, the role of television as the centre of the home, or the “glue” that brings the family together, was being called into question.
Ogilvy set out to show people that DStv cares about creating quality moments between loved ones, and the creative insight that they drew upon stemmed from the observation that the joy people derive from watching great television comes sometimes not from the TV itself, but in other people’s reaction to it.
It is this reaction – this observation of raw emotion that exists in the moment – which is truly disarming. It lowers one’s natural barriers, and blurs the boundaries that everyone erects in order to protect themselves. In so doing, great television helps everyone to reach out and connect.
CreditsClient: MultiChoice DStv
Agency: Ogilvy & Mather Johannesburg
Executive Creative Director: Mariana O’Kelly
Creative Director: Carl Willoughby
Art Director: Darryn Rogers
Copywriter: Jordan Tryon
Copywriter: Stephanie van Niekerk
Account Management: Caree Ferrari (Managing Partner), Gabi Goldstein and Tanya Taylor
Strategy: Candice Blumenthal
Agency Producer: Juliet Curtis
Director: Kim Geldenhuys
Production House: 0307 Films
Post Production: Upstairs Post
Sound: Louis Enslin, Produce Sound
For more information, visit
www.ogilvy.co.za.