During the Soccer World Cup, DStv wanted to ensure that they were sympathetic to subscribers that did not want to watch soccer matches and to let them know that there’d be plenty of other viewing options for them.
Utilising Primedia Unlimited’s indoor media advertising specialists TLC, the campaign used fun creative communication with tag lines like ‘I can’t watch the game, my house is a mess’ or ‘I can’t watch the game, I have toothache’. The ad also states ‘If you’re more into food than soccer, catch the shows you’d rather see’.
“Even though it was the World Cup, the campaign cleverly illustrated that soccer may not be everybody’s favourite pastime and as such, DStv has other options for viewers to indulge in,” says Cara Leigh Woods, Account Manager for TLC.
Booked by Mindshare, the Soccer Excuses DStv campaign used washroom venues across the country.