To promote entries for the upcoming Survivor South Africa Season 6 in 2018, and to generate extra attention and excitement among viewers for the premier, M-Net channel 101 on DStv and Retroviral, an online communications agency based in Johannesburg, teamed up with JCDecaux sub-Saharan Africa to create an attention-grabbing version of the popular reality television show on a high visibility JCDecaux billboard.
About Survivor South Africa
Survivor South Africa is a South African reality game show based on the popular international Survivor format, which has been described as “the greatest game on Earth”. The show features a group of strangers who are marooned in an isolated location where they must provide food, water, fire, and shelter for themselves. The castaways compete in various challenges to win rewards, or immunity from elimination.
The castaways are progressively eliminated from the game as they are voted-off by their fellow competitors until only one remains, who is given the title of “Sole Survivor", and awarded the grand prize of R1 Million.
About the campaign
M-Net and Retroviral, with the help of JCDecaux sub-Saharan Africa have embarked on a three-day long campaign in the form of the “Survivor billboard”, which features eight contestants surviving on the billboard in an endurance test, and competing in both physical and mental challenges over three days.
The Survivor campaign will run from 22 November until 24 November. The main objective of the campaign is to drive the South African public to enter and compete in the actual reality show next year.
In addition, the campaign is expected to generate excitement and anticipation for Survivor South Africa Season 6, which will premiere in 2018 on M-Net.
The contestants will be given two challenges to complete each day, and at the end of each day two contestants will have been voted off the billboard by their fellow competitors. The contestants that were voted off will return on the third day to vote for the winner. The winning contestant will win a guaranteed place as a castaway in Survivor South Africa Season 6.
M-Net and Retroviral chose JCDecaux as their Out-of-Home Advertising Solutions partner to help in executing such an ambitious campaign.
As the urban population continues to grow, and people spend more time outside of their homes, M-Net wanted to use a channel with a unique capability to offer real-life interaction, and an opportunity to establish a dialogue with its target audience.
Lelanie Butler, Head of Future and Content said: “The objective from the client’s brief was to bring the popular reality series into reality by using traditional forms of advertising. Incorporating elements of the realty show into the mix, provides a powerful new dimension that will deliver a high level of engagement.
We want to deliver a truly unique outdoor campaign that will bring all aspects of Survivor to life for everyone, with a truly immersive and one-of-a-kind experience that can be enjoyed by all.
As JCDecaux sub-Saharan Africa, we aim to create custom, unique and truly memorable campaigns which offer real-life interaction between audiences and advertisers - building lasting consumer-brand relationships regardless of any challenges we may encounter.
Approvals from City Parks, Johannesburg Metro Police Department, City of Johannesburg and Johannesburg Roads Agency were key to this project happening. We had to make sure the ledge on which the contestants stand on is the optimal size - not too easy, but not too dangerous. Planning the scenarios was an incredibly lengthy process. We had to get everything reviewed and signed off by lawyers, insurers and medical professionals, ensuring that we are covered for every eventuality”.
Mike Sharman, founder of Retroviral said: “We wanted to execute an outdoor campaign that would bring Survivor to life and give people the chance to experience the reality show for themselves and be part of the excitement. The activation covers experiential, media, radio, digital, publicity and is a critical part of our campaign. And we are very excited and happy with the work done by JCDecaux sub-Saharan Africa"
Justin Jacobie Head of Marketing M-Net said: “On behalf of M-Net, we are incredibly happy with the campaign execution by JCDecaux. We have worked with JCDecaux for a very long time and we know and trust that they have all the expertise and skills to make an unbelievable project like this come to life”.
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