Group: Headlight (2010)
Art Director: Lebo Moerane
Designer: Damaris Mbugua
Copywriter: Kelly Sadie, Leroy vd. Merwe
Multimedia designer: Rodney de Souza
Brand Strategy: Siyanda Rudnansky, Kennedy Mosala
Problem
SABC 3 Early Prime Weekday Slot is losing market share (16:45-19:00)( The Day’s of our Lives, The Oprah
Show, Isidingo). SABC will like to create appointment viewing and affinity for the weekday slot.
Finding
A large percentage of the Target Market (LSM 7 to 10) is not home or in traffic during this time.
The Tape
The “ Clock Out for Tv” Campaign
So how do you make people that aren’t home watch tv? You give them the tools to get off work early.
With the use of a list of clever excuses, we will create a campaign that gets people excited about the EarlyPrime slot and creates appointment viewing.
