The problematic of this project is that there is an expected norm that society forms, that the individual (millennial) needs to meet in order to be socially accepted and successful. We live in the 21st century that has always been and always will be about making money, living fast and harsh environmental circumstances. This leads to a stressful environment and no time for enjoying life. We wanted to create a safe and fun environment for millennials where they can let go of their work-related burdens and let the music take over and transform them into carefree beings.

The concept of this project was through presenting our Showmax Music Streaming channel as an infection that takes over the body of the individual (millennial) and transports them into a different reality where they can be free and be who they want to be.

The execution of our campaign inspiration came from looking directly at infections and the phases of which it grows in. We named our campaign Showmax Disrupt. The three subchannels were named Infiltrate, Cultivate and Procreate. These names were chosen based on the three stages of an infection. First, a bacteria which causes an infection enters the body, then it attracts sells and then it multiplies.

The first phase and channel are called Infiltrate because this is where the Showmax Disrupt virus enters the mind and body of the individual. This channel will feature info on upcoming music festivals. In this phase a small event will be held where people can find out more about this new Showmax launch, they can scan posters and get the augmented experience and an aux cable will be handed out as a promotional gift. With this aux, they are encouraged to go to Facebook and subscribe for more info and promo gifts further on in the campaign.

The second phase/ channel is called Cultivate. This is where the virus attacks and grows on the individual. This is why this channel will feature young and upcoming artists music. In this phase, the millennials who subscribed will receive a package in the post with lots of collector's items and promotional gifts. In this phase they will need their aux cable, handed out in the first phase and plug it into their phone, then scan the poster which will direct them to sound cloud where they will be able to stream one of the songs featured on Showmax Disrupt cultivate. During this phase, there will be posters, augmented realities, digital billboards etc which will keep the millennials interested.

The last/third phase is called Procreate because this is where the virus ‘multiply’ in the body. The same way Showmax Disrupt now overtakes the individual completely. This channel will air the freshest and newest hits of famous Southern African music artists. At this phase, a huge Showmax event will be held where all the most famous and newest Southern African artists will perform live. The millennial will get a taste of how this channel and its events will be. In this phase, they will get the full experience of Southern African music and festivals. Afterwards, they will get a USB and a calendar with upcoming festival dates for 2018 to thank them for being part of this Showmax Disrupt campaign.