SABC Plus
DIGITAL MARKETING
Move was appointed as the performance marketing agency for SABC Plus to successfully launch their Over-The-Top (OTT) platform. Recognizing the importance of establishing a strong brand foundation, we advocated for a brand-building phase that celebrates SABC’s rich legacy in South Africa before driving performance marketing efforts.
Brand Strategy:
Developed the tagline “STILL HOME” to evoke nostalgia while positioning SABC Plus as a modern destination for entertainment.
Advertising Production:
TV Advert: Created a nostalgic yet forward-thinking TV advertisement, alongside cut-down versions tailored for YouTube.
Radio Campaign:
Produced a series of radio adverts highlighting the diverse content offerings that affirm “SABC is still home to…”
Digital Assets:
Designed a range of digital banners to reinforce the brand message across online platforms.
Performance Marketing:
Formulated a comprehensive digital strategy to engage potential subscribers and maximize reach.
Outcomes:
Achieved a positive net buzz score, the highest the SABC has experienced in over five years. Since the launch in July, the platform garnered an average of 8,000 subscription sign-ups per month, demonstrating the successful integration of brand awareness and performance-driven marketing.
