When it came to promoting the DStv Explora, DStv’s next generation PVR, feel every moment needed to embody a call for people to really live their lives, prioritising the moments that add real quality and value to their time. The DStv Explora enables this by removing the restrictions that linear television viewing imposes, fitting around your family’s viewing needs and schedule.

In launching the DStv Explora campaign, it was therefore important for us to demonstrate the extent to which the DStv Explora delivers on the ambition of providing families with much-needed quality time.

We conducted research into the stresses of modern living which helped us to uncover some of the challenges that people face. From working couples feeling like ships passing in the night, to parents feeling torn between the need for quality “me time” and much-needed time with their partners and their children, what was clear was that everyone feels time poor.

From this, the opportunity to position the DStv Explora as the antidote to the stresses of modern living was born. The campaign that resulted was also delivered in a way that we knew people would resonate with – by a family, much like their own, struggling to realise moments of quality in the hustle and bustle of their busy everyday lives.

Consequently, we recognize that what we all really need is television that both fits in with and simultaneously supports our lifestyle. In short, the DStv Explora enables all of us to turn the limited time we have, in front of and away from the television screen, into quality moments worth cherishing.

In order to keep the brand’s positioning relevant to future generations of television lovers, DStv, South Africa’s leading pay TV provider, has reached the decision to reposition after 20 years in market.

It was the realization 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, we, together with the DStv Marketing Team decided to strengthen DStv’s quality time credentials by demonstrating that with DStv, the time you spend watching television always gives you something back.

In order to deliver on this promise, we needed to succinctly articulate why DStv content is unlike any other. The solution lay in the fact that watching DStv enables you to feel every moment – it sparks ideas, inspires you, and takes you to places you have never been before.

To launch the new positioning, we decided to focus on something that we 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.

We set out to show people that DStv cares about creating quality moments between loved ones, and the creative insight we drew upon stemmed from the observation that the joy we 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 our natural barriers, and blurs the boundaries that we all erect in order to protect ourselves. In so doing, great television helps us to reach out and connect.

Maljan

The winter chill coupled with the ever-convenient power outages make for a dismal combination that we can all relate to. This makes keeping warm a bit of a dilemma, but Jacaranda FM’s MalJan found some creative ways to keep warm – what would you be willing to do to keep the cold at bay?

First Maljan took to the streets and proposed a ‘Sip for a Strip’ but had no luck. Considering his failed attempt to keep warm, he then took a more extreme approach by organising a rendition of  “hot summer” songs whilst riding an exercise bike in a freezing shower.

After picking up that Maljan’s attempts had failed, Wild Bean Cafe and our friends over at Geometry Global SA jumped at the opportunity to reward him and the entire Jacaranda FM team with the warm coffee that they deserved – and no one needed to strip for it! They also came up with a really cool poster to go with it!

Nice work #TeamGG! We love tactical & clever real-time marketing!

CakeSale_FINALv3This is the first year that we’re running Love Projects – opportunities for everyone to get more involved in the amazing environment we work in – our unique Brand Buildings and the grounds. It’s an invitation to “bring yourself to work”.

Each of the projects focuses on a specific area, and tomorrow, #Team Nunu, led by Ogilvy & Mather SA’s Chairman, will be hosting a Bake Sale to raise money for the gardens around our offices. Central to this will be more spaces to work outside while soaking in some sun; as well as a communal vegetable garden. The veggie garden will be filled with tasty, healthy snacks that will be free for everyone to grab and munch on. We’ll also donate some of the big harvests to The Topsy Foundation.

If you’re in our hood, pop by for some cake tomorrow at 10:30.