DStv Premium welcome campaign
DStv wanted to welcome new customers to their entertainment subscription, and simultaneously educate them in a manner that was engaging, easy to understand and memorable.
And what could possibly be more memorable than getting a personal message from your favourite movie and series characters?
In addition to the initial Welcome email, the education phase was broken down into the component curriculum: Activate; Better Client; Better DStv; and Maximise.
Furthermore, which character spoke to respective users and in what language was determined by subscriber information and social media likes.
In addition to the initial Welcome email, the education phase was broken down into the component curriculum: Activate; Better Client; Better DStv; and Maximise.
Furthermore, which character spoke to respective users and in what language was determined by subscriber information and social media likes.
Welcome
Welcome messages were received from, among others, Gustave H, the famed concierge from the Grand Budapest Hotel, the Imp, Tyrion Lannister from Game of Thrones and the incomparable Phil Dunphy from Modern Family
Welcome messages were received from, among others, Gustave H, the famed concierge from the Grand Budapest Hotel, the Imp, Tyrion Lannister from Game of Thrones and the incomparable Phil Dunphy from Modern Family
Selected DStv Premium customers also received an accompanying DM gift, relevant to their welcome mail. In this instance, it's a front-desk bell packaged in the iconic confectionary wrapping from Grand Budapest Hotel
Better Client
Advice on convenient payment methods from Psych's Shawn Spencer
Advice on convenient payment methods from Psych's Shawn Spencer
Better DStv
The advanced AI programme from Person of Interest from presented package and subscription details while KykNET presenter Pieter Koen delivered each subscriber's account information in his singular style.
Activate
Step-by-step guides on how to activate one's Connect ID were delivered by the iconic entertainer Nataniël and from Alicia Florrick of The Good Wife fame
Maximise
Tips on how subscribers can maximise their DStv experience from South Africa's favourite reporter and watchdog, Carte Blanche's Derek Watts and advice from the Zungu family from Isibaya
Other platforms
To extend the reach of the campaign, we also used MMS messaging and voice drops
To extend the reach of the campaign, we also used MMS messaging and voice drops
Win back
The use of personalised messages from popular characters proved so successful that the concept was extended to entice lapsed customers to sign up again for DStv. And what better way to invite someone to enjoy decadent entertainment than a personal gift from the hypnotic Dr Hannibal Lector?
