When Showmax, South Arica’s biggest streaming platform, decided to broaden their offering to include sport (the first of its kind in the country), we knew we had to make some noise.

 

But how do you communicate such a game-changing offering? By using the biggest game changers in sport to make your point.

 

For the build-up to the launch of Showmax Pro, we teased the campaign with countdown billboards, and warm-up videos so people knew something big was coming. This was followed by animated videos across TV and social platforms detailing what the offering was all about, in an exciting and engaging way. We then painted the cities of South Africa in Showmax's brand colours of pink, black and teal with our launch billboards.

 

This was closely followed by our hero TV commercial, starring the ultimate sporting game changer: Mohamed Ali. We made use of one of Ali’s most famous war cries, as well as a supporting cast of both local and international sporting game changers to drive home our campaign message “Some change the game. We change the way you watch it.”

 

Alongside the TVC we ran tap n’ hold Instagram Story games for our followers to engage with, Game Changer trivia quizzes as well as a robust “Pro vs Pro” influencer campaign, stoking the fires of rivalry between fans of the different sports Showmax Pro has on offer, and push viewership to our new platform.