DStv exceeded its sales targets with the launch of “My Voice” campaign on seven radio stations. The campaign was targeted to raise awareness for the brand and the wide range of channels it has to offer.
DStv Assistant Promotions Manager, Busi Msimango said that 3,431 new subscribers were signed to the premium bouquet, more than the target for March. A further unexpected bonus was that 10,440 more compact bouquet subscribers than the target for the same month were signed.
This success is largely attributed to the “My Voice of DStv” radio campaign, which DStv ran on Kaya, Heart, Gagasi, 94.7, East Coast Radio, Jacaranda and KFM. Listeners were asked to call in and give their best rendition of an ad for a show, movie or channel using key words in a given genre as part of their advert.
A week before the competition started, listeners were encouraged to visit the radio stations’ respective websites to look at the key words and genre – to give them a head start in preparing a more creative ad for the competition. Contestants had 30 seconds to do their ad. The more entertaining and professional the caller, the better their chances were of going through to the grand final. Daily prizes included DStv decoders, installation and three months free subscription.
Two of the highest scoring callers for the week were then pitted against each other for the grand prize, a 40-inch Sony Bravia HD LCD television worth more than R14,000.
Ogilvy’s Brand Activation 141 project manager, Pranusha Naidoo, says the campaign stimulated listeners by challenging them to tap into their creative sides. “DJ’s reported that the campaign was different to other campaigns and gave listeners the chance to do something they may have wanted to do for a long time – create their own ad. I think many of them discovered a new found talent,” she says.