Integrated Campaign - A live brief done in a team with marketers, copywriters and art directors
We were tasked with creating an emotional connection between the consumer and ShowMax and to get people to try the service,
with the ultimate goal being subscription.
Our insight here was that people assume they know things without actually having tried them.
We created intrigue about the ShowMax service by piquing the curiosity of the consumer posing the question: “you know it, but have you tried it?”
We would then ask of them that they be curious, and allow that curiosity to lead them to new known but untried experiences. We kicked off the campaign with some print ads.
Direct Mailer
A locked box with their name and no explanation will be sent to influential South African bloggers and vloggers, piquing their curiosity as to what
is inside. The next day a lock picking kit with a note will be sent to them: “We have a challenge for you. Open the box and find what’s inside.
You’ve heard of lock picking and seen it in movies, but probably never tried it. ShowMax wants you to try new things.
Open the box. Be curious.” Inside the box, the influential South African will find a power bank, so they’ll never be without ShowMax.
Activations
To create a camaraderie between ShowMax and the people, we created activations that you would want to experience with a friend.
These mall activations will spark conversation and sharing content for ShowMax. They include a faux fire walk with all the drama but none of the burn. Walk Water Balls for fun. For the more adventurous, local delicacies including mopane worms, walkie talkies and the like, prepared by the fabulous Siba. Now who wouldn’t want to boast that they had tried that?
Videos and photos from these activations will be shared on the ShowMax social media accounts for online content.
Social Media - Share Your Dare
To encourage people to always be curious, we created a social media campaign. This is how it works: dare yourself to do something you thought you’d never do, but isn’t impossible to achieve. Take a picture of yourself doing your dare with the hashtag #IDaredMe #ShowMax. The most daring will be featured on the ShowMax microsite.
To encourage people to always be curious, we created a social media campaign. This is how it works: dare yourself to do something you thought you’d never do, but isn’t impossible to achieve. Take a picture of yourself doing your dare with the hashtag #IDaredMe #ShowMax. The most daring will be featured on the ShowMax microsite.
The microsite is here to showcase the things you’ve done. The times you’ve been brave enough to say: “I dared me.”
The top dares will be featured each week on the ShowMax microsite.
The infographic
The infographic was created for online and in-store. It's layout is designed in an easy to understand way. Whichever way you look it makes sense.
Whatsapp Assistant
To continue with the feeling of camaraderie, ShowMax will have a Whatsapp assistant. This is a personal contact in your phone from ShowMax,
where you can easily ask for assistance should you need it.
