The TV concept revolves around an 8-year-old boy, who is captured telling very animated stories to a variety of South Africans he encounters through his daily life. Everyone he meets understand the context of the enthusiastic stories he tells, because they all saw it on SABC2 the night before; they all found a national home through SABC2, in other words.
“We needed to communicate that SABC2 is the Channel for the Nation and a place where all South Africans belong and can feel comfortable; establishing a sense of a national family, as opposed to the traditional family unit. This is where all South Africans can see a reflection of themselves; we also wanted South Africans to share in a common dream that will keep them going,” explains Mathe Mosito, SABC2 marketing manager.
The print and radio executions carry the same proposition, where SABC 2 is being positioned as a national TV station that everyone can relate to.
SABC2 will be the official South African broadcaster for the Beijing Olympics and the Comrades Marathon in 2008.
The campaign launched on Thursday 15 May.
