SABC 2 Dorp 2 Dorp Roadshows

Task

To promote the brand, enhance visibility and prompt interest to view SABC 2 amongst the potential market

Take the brand out to the nation, create a touch and feel to consumers who have never experienced SABC 2

Position the brand as a channel for the South African Family (a channel that caters for all races, cultures and languages)

Methodology

Developed the roadshow carnival procession concept

Developed an integrated logistics plan

Developed a holistic delivery system that focused on marketing and publicity, entertainment programme, community involvement, stakeholder management plan, CSI plan, legacy plan and logistic plan

Results

Production of twelve roadshows nationally; White River, Kimberley, Queenstown, Polokwane, Rustenburg, Mafikeng, Paarl, Brakpan, Richards Bay, Kroonstad, Witbank and Nelspruit

SABC 2  total viewership grew  significantly by 9.6%  from March 2005-Nov 2007 compared to SABC 1’s growth of 3.9%, and the growth continued in July 2007-2009



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