The campaign plays on well known movie titles combined with popular music, movie and film characters that have high recall for consumers as a tool to communicate the bouquet's diverse entertainment offering. The twist and interest value of the boards lies in the combination of the title with the choice of popular local and international stars featured on the boards - always high profile, instantly recognisable stars from various genres.
"Our starting point was to find a simple, accessible and engaging idea that would appeal across all target markets to communicate the entertainment offered on DStv," says DStv marketing manager Lefeedi Maja. "Since DStv has always owned movies through channels such as Hallmark, Turner Classic Movies, M-Net and Movie Magic 1 and 2, and because well-known movies have high recall for the consumer, we chose memorable movie titles that also make a statement about DStv."
"Sister Act" features black female movie, music stars and sport personalities, such as Halle Berry, Janet Jackson, Serena Williams and our very own local musician Lebo Matose - who was a finalist in the 2004 South African Music Awards. The 'Boyz in the Hood' billboard features black male stars such as Usher, The Rock, David Beckham, Taye Diggs and our soccer sporting hero Shoes Moshoeshe.
The campaign will run on high visibility billboards on the M1 South, Soweto, entrance to Mamelodi, Shoshanguve and Kwa Mashu.
