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SABC2 launches new brand campaign

Written by TVSA Team from the blog News on 19 May 2008
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Last Thursday (15 May 2008) SABC 2 launched their new brand/advertising campaign across TV, radio, print and outdoor to reiterate the channel's positioning as the “Station for the Nation”.

The new “It’s better together” campaign was conceptualised by marketing communication group Draft FCB. The TV concept revolves around an 8-year-old boy, who is captured telling animated stories to a variety of South Africans he encounters through his daily life.

Everyone he meets understand the context of the enthusiastic stories he tells, because they all saw it on SABC 2 the night before, suggesting they all found a national home through SABC 2.

“We needed to communicate that SABC2 is the Channel for the Nation and a place where all South Africans belong and can feel comfortable; establishing a sense of a national family, as opposed to the traditional family unit." explains Mathe Mosito, SABC2 marketing manager.

"This is where all South Africans can see a reflection of themselves. We also want South Africans to share in a common dream that will keep them going,”

The print and radio executions carry the same proposition, where SABC2 is being positioned as a national TV station that everyone can relate to.

Some grabs from the TV campaign:
 
stills_1
 
stills_2
stills_3
stills_6
stills_7
still_10
stills_12
stills_11

Actors in this post: Themba Ntuli

Channels in this post: SABC2



20 Comments

Brown Shuga
18 May 2008 15:00

Mmmhhh...we'll see. 
I just don't find the station attractive at all, (except when SCD's on). Hope their "market" warms up to the new campaign. Makes no difference to me. 

The TV promo with the boy seems interesting though (from the screen grabs, haven't seen it)

alex
19 May 2008 01:23

I saw the ad last night for the first time and absolutely loved it! Fantastic casting of the boy - he had the OTT drama thing down perfectly.

Its a much more interesting marketing concept than I've seen the other SABCs do so good luck to 'em.

I can't say I watch SABC2 much, except for 7de Laan, Medium, and the occasional documentary. I don't think the channel caters to my demographic really.

J-Girl
20 May 2008 02:12

jah the AD is brilliant, i loved it the first time i saw it!

syndicate
21 May 2008 05:48

at this stage sabc2 can't be compared to sabc1 & 3 coz it's gotta along way to go but it is trying. the thing is i don't feel accomodated at sabc2, the way i feel when i'm watching the other sabc stations. something's missing, but anyway i wish them luck! 

molibelis
27 Jun 2008 06:53

Oh yes now the boy is acting,South Africans.

Toxic
27 Jun 2008 07:41

who's this boy?

Nonny
27 Jun 2008 07:54

Clearly I need to start watching SABC2, coz I had no idea about this.

Kim Possible
27 Jun 2008 08:00

ja Nonny...go your GB

mabhebheza
27 Jun 2008 08:03

Its Pule 4rm rythm City Toxic...is he cute ..ncuuuuu!!

Toxic
27 Jun 2008 08:12

tjo, he looks different lana.

Nonny
27 Jun 2008 08:15

@ Kimmy, I just come from my GB, wena just go to urs!!!!

Kim Possible
27 Jun 2008 08:31

Sengibuya khona Nonny......

I cant Believe he is just 17 taking about umuntu okhulela ngaphakathi (Subtitles plz)..........

Toxic
27 Jun 2008 08:33

about umuntu okhulela ngaphakathi (Subtitles plz)..........

direct translation: A person growing up inside......he he he

belz
27 Jun 2008 08:39

hhihii, ok, i guess we'll ahve to wait and see, its jsut that sabc doesn't have that " watch  me" thing that other channels ahve, i seriously find that station boring, the only time im there is on Sunday, only, therefore they need to do a lot to pull me to their station,like syndicate i also feel out of place on sabc 2.

Nonny
27 Jun 2008 08:39

LMAO @ umuntu okhulela ngaphakathi, Kimmy u need Jesus love........hehehehe..... and I thought the boy was 11 or sumthing!

Toxic
27 Jun 2008 08:43

its jsut that sabc doesn't have that " watch me" thing that other channels ahve

True Belz. Maybe that's why Top Billing was moved from SABC2 to SABC3. I watch 7de Laan and Stokvel and strictly come dancing on SABC2-nothing else!

Dimago
27 Jun 2008 08:59

its jsut that sabc doesn't have that " watch me" thing that other channels ahve
Belz, i agree (without the spelling mistakes :-)). I only watch Muvhango and only on sundays cause i'm bored.

I want to watch Motswako (on Mondays?) but even that i cant...i guess i'm not their target audience

belz
27 Jun 2008 09:03

LOL Dimags, i know, i know, i've got so many spelling mistakes, im just glad that word automatically corrects stuff like this. 

i guess i'm not their target audience> you and me both........ just wondering who thier target market is.


Toxic
27 Jun 2008 09:04

Belz, i agree (without the spelling mistakes :-)). 

LOL!!

molibelis
03 Jul 2008 03:09

Pule is so good in acting,i like it when they fight le suffrocate,the clothes and when finnishing up the leftovers of beer.This young boy is so talented. 


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