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.