The Insight

South Africans are an outdoorsy nation. Summer or winter we hike, camp and generally spend a lot of time exploring the great outdoors.

The idea

So this winter, we had to encourage our outdoorsy audience to stay indoors. The only way to convince them to do this was to prove that there was as much to discover indoors as there was outdoors. With all new content on DStv Premium – new lands to explore, interesting characters to discover and exciting adventures to go on, it was easy to turn the indoors into The Great Indoors.

Execution

Every adventurer knows that in order to survive a great exploration you need all the essentials. The discovery of the Great Indoors is no different.

In the beginning of June, we sent all the DStv Premium subscribers a Great Indoors Essentials Kit that contained a warm, woolly blanket, a pair of warm socks, a mug, hot chocolate and marshmallows. Of course, we included an instruction guide to help everyone assemble their kit.

The aim of the direct mail pack was to create awareness for DStv's new content by inviting them to stay indoors during winter. The pack went out to the entire base and resulted in a 100% uptake of the new content.