CHALLENGE
The S3 Channel (SABC 3) strategic vision has always been to build a channel that guides viewers on a journey of exploration. This is achieved through content that entices the audience into the narrative of progress. At the core, the objective was to position the channel as an explorer brand that drives progress.
SOLUTION
While positioning the S3 Channel, an opportunity arose to use the logo in a functional yet literal manner, where we created a visual language that would link the audience to the core concept of ‘opening up’ new worlds. This new visual language and brand messaging was ultimately a portal that would carry our content throughout the summer campaign. The campaign was brought to life with a robust ATL (OOH, Radio,TV, Print) and Digital/Social and Influencer campaign.
Results
88%
TV: Video-on-Demand (surpassing 94% benchmark)
9.5%
Social Media (paid): Video Completion Rate (surpassing 1.34% benchmark)
15+ Million
Social Media impressions served (Meta & Instagram)
850K
Social Media engagements
