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Changing entertainment narrative through quality content

Unarguably, DStv has over the years demonstrated that its success in the Nigerian market is not enough to encourage complacency.


Unarguably, DStv has over the years demonstrated that its success in the Nigerian market is not enough to encourage complacency.

While competitors struggle to catch up with the brand, its promoters are not only winning with product offering, they are also winning with advertising as they are always fast to register DStv on the conscious mind.

In the just unveiled television commercial, which was deliberately used to announce DStv’s end of year promotional offer, the commercial was innovatively explored to address the conflict between Pere also known as the General and Maria, both housemates in the just concluded Big Brother season 6 ‘Shine Your Eyes’.

Leveraging on a well-scripted storyline and convivial scene, the commercial shows General and a friend as they deliberate on what gift to offer Maria to impress her. Initially, they thought of an ultimate adventure but it wasn’t captivating, thereafter drama and music but none could address the problem, as Maria remains indifferent. Eventually, they settled for the irresistible one –the DStv Premium Gift, which combines all shades of entertainment. Immediately Maria sighted it, she jumped at it with excitement and was won over.

Beyond the drama, MultiChoice thus uses television commercials to make a clarion call to subscribers on how to make their family and friends happy this Christmas. Obviously aware that the yuletide is a time of bonding for family and friends, the commercial has simply given DStv subscribers the hint of where the happiness is during this period.

The beauty of it all is the backward integration of building the stars on their own platform, empowering them economically as they are besotted by other brands by way of endorsements. In a way, this shows deep faith and commitment in the stars the platform created by including them in their own advertising.

The commercial was developed by DStv’s creative partner X3M Ideas, the agency with offices in several African countries. X3M Ideas emerged as the creative agency of the year at LAIF Awards 2021. Last year, the agency also won bronze at Lisbon Advertising Festival for its International Women’s Day press campaign, ‘Make History Equal For Women.’

Retrospectively, one can conclude that DStv has lived up to expectations by providing quality content. For some time now, DStv Nigeria has been in the frontline of plumbing the depth of Nigeria’s entertainment space.

In 2020, during the gradual ease of the lockdown orders imposed by the federal and state governments to curtail the spread of the COVID-19, MultiChoice applied what many described as a balm to the economic injuries through the ‘We’ve Got You campaign’.

The campaign, according to the company, was its way of showing appreciation to loyal DStv and GOtv customers for their support during challenging times.

The campaign, which ran from 20 April to 30 June 2020 availed active and disconnected DStv and GOtv customers the opportunity to enjoy discounts and get upgraded to the next viewing package whenever they pay the fee of their current package. Through it, all active and disconnected DStv customers on Compact Plus, Compact, Confam, Family, Yanga and Access packages got discounts of up to 44 per cent.

As 2021 gradually winding down, MultiChoice Nigeria has also successfully answered the frequently asked question on what would become of the housemates in the Big Brother Naija reality show, after leaving the house.

One undeniable fact is that companies and brand custodians often maximise visuals to tell their stories in memorable and lucid ways that may deliver more impact and emotion than words alone. Artful, custom and unique photography can transcend the mundane observable facts of a scenario.

It is for this reason that many top brands in Nigeria are contending to be associated with Big Brother Naija to further engage their targeted audience ahead of competitors in their respective industries. BBNaija is popular for its heavy dose of escapism. Every day, Nigerians are faced with various challenges like the Lagos traffic gridlock, that put a strain on the mind.

Watching the housemates true nature revealed during the course of the show builds a strong connection that is evident in the fandom displayed on social media. As a result, Big Brother Naija turns out to be a rollercoaster for fans, viewers, and generally every Nigerian who nurses interest in pop culture.

When one considers it from this perspective, the hit TV show is defined by its economic value. In fact, the entire show is profitable for everyone involved in the creation, marketing, and advertisement. The participants are almost always in a better financial position after they leave the house. Sponsors get their value in advertising and Public Relations. Everyone involved in the show and the entire value chain ends up a winner one way or the other.

Many brand enthusiasts and critics have commended the creative and consistent approach MultiChoice Nigeria has adopted in leveraging the reality show platform to promote made-in-Nigeria goods and services.

But the question on the lips of everyone is, What is the Return of Investment on the BBNaija show? Do all the numbers add up to show real economic value? Yes, they do. BBNaija ticks every positive box for great business. In 2018, Plaqad, a marketing and public relations technology company carried out research that examines the direct and indirect impact of the show on the Nigerian economy and society at large. Their results provide data that supports this.

The media value of sponsoring BBNaija according to experts surveyed is around N10 billion. The eyeballs, conversations and general awareness generated by the show make it a viable option for brands looking to get the word out about their business.

The top-of-mind-awareness, share of mind and share of voice BBNaija offers partners makes it a top choice for many smart brands. Little wonder, the show always never fails to attract top Nigerian brands as sponsors every season.

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