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: