DStv Portuguesa
To increase the uptake of the DStv Portuguesa bouquet, we crafted a series of communications that spoke to the Portuguese-speaking communities in a manner that celebrated their unique culture and language.
We directly translated idiomatic Portuguese expressions into English and then used the seemingly bizarre resultant phrases as a shibboleth to identify the content with Portuguese speakers and intrigue those who aren't.
We directly translated idiomatic Portuguese expressions into English and then used the seemingly bizarre resultant phrases as a shibboleth to identify the content with Portuguese speakers and intrigue those who aren't.
So we promoted Portuguese content to Portuguese speakers in Portuguese.
Except that we did it all in English.
Except that we did it all in English.
Print and OOH
The translated idioms provided perfect arresting and attention-grabbing headlines for outdoor and print executions.
The translated idioms provided perfect arresting and attention-grabbing headlines for outdoor and print executions.
Social media activation
To ensure we reached as much of the Portuguese diaspora as possible, we utilised Facebook to target existing Portuguesa bouquet subscribers along with look-alike audiences.
To ensure we reached as much of the Portuguese diaspora as possible, we utilised Facebook to target existing Portuguesa bouquet subscribers along with look-alike audiences.
MMS
Email
Culture partnerships (Portuguese restaurants)
By collaborating with Portuguese restaurants we'd create interesting and conversation-starting executions that would reiterate just how closely DStv's Portuguesa bouquet is aligned to and caters to the needs of the Portuguese community.
By collaborating with Portuguese restaurants we'd create interesting and conversation-starting executions that would reiterate just how closely DStv's Portuguesa bouquet is aligned to and caters to the needs of the Portuguese community.
Event activation
At Portuguese cultural events (EG. Lusito Land) a stage would be dressed as a TV set and 'viewers' could change channels of the 'DStv bouquet' to view actors improvising interpretations of the various Portuguese idioms.
At Portuguese cultural events (EG. Lusito Land) a stage would be dressed as a TV set and 'viewers' could change channels of the 'DStv bouquet' to view actors improvising interpretations of the various Portuguese idioms.
