X3M Ideas agency combines TVC, digital to push DStv Compact message
The new DStv compact is a campaign aimed at demystifying the long held notion that DStv bouquet is expensive. X3M Ideas as the DSTV agency on record in this new campaign has been able to push the message beyond the ordinary ‘price change ad”
The campaign tagged #Liveyourdream deploys the narrative style to tell a moving and captivating story of one of the current biggest Nigeria’s export to the football world, Odion Ighalo, Super Eagles striker and Watford FC goal poacher in the Premier League.
The TVC opens with Ighalo telling his own story, how he started from the slums of Maracana in Ajegunle but he did not allow his background hold him back. He had a dream and he did all he could to make it a reality. Now he is scoring goals in premiership driving home the import of the theme of the campaign.
The Live Your Dream campaign celebrates the passion, perseverance and determination of Nigerians to achieve their dreams against all odds and the Ighalo’s story provides a perfect real life parallel which makes the campaign relatable and believable too.
According to findings, one key objective of the campaign is to grow the revamped DStv Compact package that now offers more value with two new SuperSport channels – SuperSport 11 (231) and SuperSport 12 (232) both dedicated to showcasing the Premier League and La Liga respectively.
The agency decision to tap into Nigerians’ passion for football by riding on one of Africa’s finest football exports to tell a story of hope and victory cannot be faulted. Ighalo’s journey to football stardom has been a source of inspiration for many while his demonstrable passion and performance in the game have made him well respected and loved by the target audience.
The Live Your Dream campaign vividly displays Ighalo’s consistent rise from the streets of Ajegunle to the Premiership League. Realistically, the campaign main copy voiced over by Ighalo in the first person in a convincing manner pointed in part “…My journey to Premier League started from this Maracana field …I wasn’t always the superstar striker that you know today. For any goal scored there were many missed. When I was young, watching football stars helped keep my dream alive… Standing up anytime I failed, thanks to the support from my mum, my family and you the fans. You’ve been there to watch me learn and grow. I went from setting goals and achieving them…” What an inspiring copy?
The acknowledgement of the roles of the fans goes a long way to build a base for the DStv compact brand to pitch sales.
This very tight 60″ commercial did not fail to accommodate frames showing the football star’s humble background, environment and his mother’s role in encouraging him to forge ahead. It tells a story in possibility and having the right attitude to become a better individual to #LiveYourDream and “be a better you”.
One unique feature of the campaign by X3M Ideas is its seamless fusion of the tradition television commercial to perfectly synchronize with digital aspect of the campaign. To achieve this synergy, the agency set up a simple, easy to navigate micro site aimed at bringing the #LiveYourDream concept to live in an interactive way. The live your dream theme song “Dream, you know you’ve got to dream…”, composed and rendered by Simi and Dtruce serves as a perfect accompaniment to visitor to the micro site.
Influencers are deployed to drive relevant traffic to the #LiveYourDream site where visitors are urged to upload their pictures, chose an inspiring quote on living your dreams out of the so many built into the site. A participant can do this in simple steps and thereafter requested to share the picture with the any of the embedded quotes with their friends on their social media platforms. Participants with the highest number of likes stand the chance of winning Supersports headphones.
Apart from the TVC and digital which are the lead drivers, the #LiveYourDream campaign equally finds expression in print and out-of-home.