A DStv decoder now costs R699 and a dual view decoder R1 499 (while stocks last). The radio campaign was created primarily to punt the very special price of the decoders. The twist is that instead of saying that decoders are on sale, DStv is saying that everything there is to see on DStv is on sale. That means everything from Tom Cruise to George Bush to Michael Jackson to ancient Egypt is now on sale.
DStv entertainment is brought to life on radio by making use of popular movie and sporting personalities playing on the pricing. An example of the campaign: "David Beckham is worth 80 million pounds, but as a DStv subscriber you get to see him for only R699."
The radio campaign also includes "impromptu" power spots. The DJs will have "informal" chats on the shocking price of the decoder and the history of DStv. The campaign will run across regional stations until 10 December.
DStv's Marketing Manager, Lefeedi Maja says, "Our 30-second spots have a distinctly retail feel. They spoof your typical retail ads, and each one is written in the style of the genre or programming that it's selling."
The imagery used in the outdoor campaign champions the new pricing on a price tag attached to the billboard.
The print campaign highlights DStv's huge programming selection versus the low pricing - citing value for money. It also brings in the history of the platform and compares pricing from 10 years ago to present day.
Maja says when DStv was launched in 1995, the entertainment platform offered 19 channels and customers paid R5 999 for a decoder. "Almost 10 years later we are offering viewers a choice of over 50 channels at a radically reduced price of R699 per decoder, an affirmation that we are committed to providing the best possible value at affordable prices," she says.
And now in 2004, DStv continues to build its bouquet of channels. There are over 50 channels hand-picked from across the globe, which means that subscribers are not getting a mish-mash of offerings - but get to watch exactly want they want to.
In the last 18 months The History Channel, SuperSport 3 the soccer channel and Animal Planet were launched. DStv are planning on launching even more in the future.
Maja says the reduction in price is DStv's festive season gift to viewers who would like to upgrade or spoil someone special. "The pricing also allows people who were previously unable to afford decoders to become DStv viewers," she says.
With more than one million subscribers in over 50 countries, DStv is a multi-channel pay television digital platform, providing premium television entertainment. DStv is brought to you by MultiChoice Africa.
