DStv Compact - E-Diski 2020 Idea

Take Diski Digital.

A live-broadcasted e-sports championship that invites young south Africans (16+) to team up (5V5) and play a new PSL league with the opportunity to win cash prizes & televised glory.

The youth can participate and their family can watch through their Dstv Compact service to engage & support.

Transcript

1. 1 Ogilvy Experience x DStv Compact April 2020 VERSION 6.0 A PREMIER SOCCER LEAGUE PANDEMIC
2. 2 Ogilvy Experience x DStv Compact PRESENTATION SCOPE Below are a few sections that we use to unpack the thinking: 1. The Brief 2. Insights 3. The Idea 4. The User-journey 5. The Detail
3. 3 Ogilvy Experience x DStv Compact April 2020 1 / 4 THE BRIEF
4. 4 Ogilvy Experience x DStv Compact There’s an off season for Diski, whereby dedicated fans that are subscribed to DSTV Compact disconnect their subscription. How can we use digital to retain these consumers between PSL championships via an engagement platform? THESE GUYS LIVE AND LOVE SOCCER & LOCAL CONTENT. THE BRIEF
5. 5 Ogilvy Experience x DStv Compact April 2020 2 / 4 THE INSIGHTS
6. 6 Ogilvy Experience x DStv Compact SPORT ISN’T LIVE ANYMORE. Because of the COVID situation that the world has found itself in, there’s no more live sport on any of our channels. THE INSIGHTS
7. 7 Ogilvy Experience x DStv Compact THE INSIGHTS DISKI PLAYERS ARE OFFLINE. Our accessible celebrity Diski champions don’t have anything to do.
8. 8 Ogilvy Experience x DStv Compact THE INSIGHTS SUPERSPORT NEEDS CONTENT TO SATISFY THE FANS AND KEEP THEM CONNECTED.
9. 9 Ogilvy Experience x DStv Compact THE INSIGHTS OTHER CELEBS HAVE SEEN THE OPPORTUNITY. Cassper Nyovest has setup a YouTube streaming channel and he’s actively challenging other celebs.
10. 10 Ogilvy Experience x DStv Compact April 2020 3 / 4 THE IDEA
11. 11 Ogilvy Experience x DStv Compact THE IDEA A LITTLE-KNOWN SOUTH AFRICAN HAS MODDED PES TO INCLUDE ALL PSL TEAMS. PES and FIFA only has 2 of the more popular PSL teams. This underdog channel shows a self-modded version of Pro Evolution Soccer. His version includes ALL premier soccer league players, teams and commentary in South Africa. We’ll make this official and licensed. https://www.youtube.com/channel/ UC_10eIDL370WEiBtowqrvuw
12. 12 April 2020 Ogilvy Experience x DStv Compact
13. 13 April 2020 Ogilvy Experience x DStv Compact
14. 14 April 2020 Ogilvy Experience x DStv Compact THE IDEA TAKE DISKI DIGITAL. A live-broadcasted e-sports championship that invites young south Africans (16+) to team up (5V5) and play a new PSL league with the opportunity to win cash prizes & televised glory. The youth can participate and their family can watch through their Dstv Compact service to engage & support.
15. 15 Ogilvy Experience x DStv Compact April 2020 4 / 4 THE USER- JOURNEY
16. 16 Ogilvy Experience x DStv Compact THE IDEA 1 / 1 0 YOU LEARN ABOUT THE CHAMPIONSHIP. Just like a normal tournament, we’ll do idents that are served up appropriately for each platform. “Get your kids behind a TV to get them in the game.”
17. 17 Ogilvy Experience x DStv Compact THE IDEA 2 / 1 0 YOU GET REGISTERED. In the interest of being mobile-first, we’ll use a simple landing page and our existing mobile app to drive registration using the consumer’s Compact customer number, ensuring that their subscription is active (for the full campaign period).
18. 18 Ogilvy Experience x DStv Compact THE IDEA 3 / 1 0 YOU GET SCOUTED. To get our audience enticed, we’ll tease the tournament with a DSTV gaming phone attachment for loyal customers. They’ll be able to play the game in their self-service app and stand to get scouted for the championship.
19. 19 Ogilvy Experience x DStv Compact THE IDEA 4 / 1 0 YOU COMPETE AT YOUR LOCAL POP-UP LEAGUE. The pop-up leagues will move around S.A. and offer the consumer’s team the opportunity to sprint through a number of games against the other teams (Similar to a PSL League) and stand to qualify for the championship through a score-based leaderboard.
20. 20 Ogilvy Experience x DStv Compact THE IDEA 5 / 1 0 YOUR FAMILY & FRIENDS SUPPORT FROM HOME. Watching TV and Polling in real-time across social media and the app: > Man of the match > Best Goal > Best Save… etc.
21. 21 Ogilvy Experience x DStv Compact THE IDEA 6 / 1 0 YOU CAN WIN PRIZES IN REAL- TIME. The “Is’Khokho Kombos” feature prompts you with push notifications whenever there’s fancy footwork. You’ll then need to complete a gesture-based cheat code within the time limit to unlock spot prizes
22. 22 Ogilvy Experience x DStv Compact THE IDEA 7 / 1 0 THE DERBY KNOCKOUTS. From the pop-up leagues, we’ll have determined the top 4 teams for each province, they’ll then play-off in semi-finals against each other to decide the provincial final’s top team.
23. 23 Ogilvy Experience x DStv Compact THE IDEA 8 / 1 0 THE FINALS. The finals take place with all the players on field and their family and friends in the boxes, having received hospitality packages. The champion teams from all provinces play against each other to decide who wins the grand prize of R1 million. Baba Mthethwa
24. 24 Ogilvy Experience x DStv Compact THE IDEA 9 / 1 0 GRAND PRIZE. They’re playing to win for their team’s town. > Support your home town with supplies > Play a friendly game against your club’s biggest fan > Donate food packs to a shelter of your choosing
25. 25 Ogilvy Experience x DStv Compact THE IDEA 1 0 / 1 0 EXTENDED BEYOND LOCK-DOWN. When the actual PSL starts up again, we’ll be able to run the eDiski at the same time, matching the log and keeping engagement alive. vs.
26. 26 Ogilvy Experience x DStv Compact April 2020 FROM WITH LOVE. Copyright © 2021 Ogilvy South Africa Propriety Limited (“Operating Company”). All rights are reserved. This document/presentation contains confidential and proprietary information and methodology belonging to the Operating Company. No part of this information may be disclosed to others, nor may it be used, reproduced, copied or transmitted in any form or by any means, electronic, mechanical, or otherwise without prior written permission of the Operating Company, and this document/presentation must be returned immediately upon the Operating Company’s request.