The SABC1 brand has returned from a period of absence with a national billboard campaign, launched in December 2011.
The billboards, located at strategic spots nationwide, feature key channel shows sitting in the 6pm to 6:30pm timeslots and some of channel’s new shows including Seskhona, Club Culture, Selimathunzi, Turn it Out and RGB.
The campaign, titled “No#1 Mzansi Original,’ is built around three brand pillars, namely brand essence, brand expression and brand delivery.
The main objectives of the campaign are to reinforce the SABC1 brand as the “foremost Mzansi entertainment authority’, and to strengthen the brand’s historic bond with its television audiences by taking the brand back to the public in a fresh and more exciting way.
“The SABC1 brand has not enjoyed a similar presence outdoors for a long while and we are quite excited to launch the campaign as a way of bringing the brand presence closer to our audiences,’ says Dichaba Phalatse, the Channel’s portfolio marketing manager responsible for Entertainment.