WHAT MAKES US WHO WE ARE?

Viasat1 just passed its second birthday. It has grown to become a well recognized brand and its name equals unprecedented quality entertainment in Ghana. Research done last year showed that our viewers like us and they like what we are about great movies, series, entertainment of an international standard. Our positioning resonates with our audience. HOWEVER there is a segment that feels a bit alienated because the channel is SO good, that it gives the impression that it is for the ELITE in Ghanaian society.

WHY?

The Synovate surveys says “Even though the channel’s share of 17.8% in the High LSM segment is behind TV3,Metro and GTV, perceptions need to be managed in order not to be tagged a snob.”

How do we solve the perception problem that our audience/prospects have about the issue of 'identity' and 'separation' to one of 'connection' (channel empathy with audience) and tie it in with the universal connection….WHILE ensuring we remain aspirational and of high quality.

How do Viasat 1 reflect back to Ghana, their beauty and uniqueness and remove perceived 'differences' that disconnect us , and  convince them that we are NUMBER 1 because of THEM? You make us who we are…CHALLANGE

What makes us who we are ? What makes us special? What is unique about us? What are we passionate about? What do we offer each other? What is our place in the world? How do we connect?

The objective of the campaign is to find the associations/human qualities that are truly Ghanaian (but also universal at the same time,  as we are connected) and get people to respond to that question. The intention of this concept is to tie in those Ghanaian qualities/associations to Viasat 1. Viasat 1 has to reflect Ghana.

CONCEPT

A promo image campaign and connected idents would run from August showcasing Viasat 1 employees, our presenters, celebrities from music, football and politics and the team of children who won the Peace Cup. From August, the campaign would focus on promoting the Peace Cup and its qualities until October. The campaign can help promoting the News programme incorporating news anchors and reporters.

Both participants and locations can be mix’n’matched according to Viasat 1 marketing and promotion needs.

It is a simple and effective format that works the best if the idents are scheduled in breaks of the relevant programmes.IDEA

The execution will be lead by a producer with Ghanaian origin from Creative Services. MAP can assist in pre production and with the shooting, the post production can be made locally.

The production could start in June/July, so the campaign can run from August till the end of 2011.

A 45” image promo and 8x 30” idents are to be delivered. The idents are shot on the same location with the same people but without them talking for no extra cost.

EXECUTION

WHAT MAKES US WHO WE ARE?

INSPIRATION

INSPIRATION

YOU’RE IN THE OFFICETHEY’RE ON THE SCREENKIDS WHO WON THE PEACE CUPOUR AUDIENCE. THAT’S WHO MAKES US WHO WE ARE.THE NUMBER ONE ENTERTAINER IN GHANA

Be the number one commercial TV channel in Ghana

Viasat 1 offers the latest, high quality

local & international entertainment

TrustworthyHigh qualityAdventurous

The new benchmark

Entertainment at a whole new level

Brand VisionWhere the brand is

going

Brand ValuesWhat the brand is

Key Target Insight

Brand SupportWhy you should believe in the brand

Key Brand Benefit What the brand offers

Core Target Group

(I) Entertain through films, series, comedy, football, music & reality(II) Inform (balanced & impartial) by means of local & international news, current affairs & documentaries(III) Educate by spreading info on health, home, family & fashion