Challenge:
We were briefed to work on the pitch to win lead agency for South Africa's first video-on-demand service, ShowMax.
We got one week’s notice.
We won! And we were able to actually create the work that we pitched.
Idea:
We came up with the campaign “There’s a show for that”. With access to thousands of shows, we played into the trending mindset
that there’s an ‘app for that’. Based on the insight that no matter what you needed, where you were or how much time you had,
ShowMax had something ready for you to watch.
We were briefed to work on the pitch to win lead agency for South Africa's first video-on-demand service, ShowMax.
We got one week’s notice.
We won! And we were able to actually create the work that we pitched.
Idea:
We came up with the campaign “There’s a show for that”. With access to thousands of shows, we played into the trending mindset
that there’s an ‘app for that’. Based on the insight that no matter what you needed, where you were or how much time you had,
ShowMax had something ready for you to watch.
Execution:
Every touchpoint in the fully integrated campaign lived up to the brand promise of entertaining you wherever, whenever.
Every touchpoint in the fully integrated campaign lived up to the brand promise of entertaining you wherever, whenever.
Most of our communication was tactical based on placement, location, situation and device:
• Tactical Billboards
• University Activation Concepts
• Tactical text messages
• Tactical in app banners
• Tactical print over the holiday period
• Humorous TVCs
Tactical Billboards
3D Bridge billboard concept
We made up a poem to create awareness around the fact that Showmax would be home to Dr Seuss content.
Countdown billboard during school holidays reminding parents that Showmax would be there to keep the kids entertained.
Load-shedding (electricity outages) warning for certain areas reminding people that they wouldn't be stuck without entertainment when the power went out.
University Activation - Concept
Tactical Text Messages
Tactical in app banners
Brand TVCs
I had just moved on from Wunderman when these were shot but the talented team there created these witty TVCs that show how effectively the concept ran across TV as well.
The Results:
By the end of the year...
The campaign reached over 30 million people
With brand recognition of 80% in our market
7% higher than Netflix
The campaign reached over 30 million people
With brand recognition of 80% in our market
7% higher than Netflix