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.