By Raheem Akingbolu
Through a well-selected dramatic personae and a familiar setting to match, X3M Ideas, the creative agency of the leading Pay TV company – DStv, tells an enduring story in Live Your Dream Campaign, which is currently trending. Beyond serving as a positioning tool for the brand, the campaign depicts how doggedness and determination can help one achieve his or her dream in life.
From beginning to the end, the agency brings human face to the campaign and connects well with an average Nigerian. Super Eagles and Watford FC striker, Odion Ighalo’s story is perfectly captured to reflect a ‘grass to grace’ scenario. As a young lad in Ajegunle area of Lagos, Ighalo’s dream of becoming a super star was noticed early. He dreamt of becoming a super star in the world of soccer one day and he didn’t hide it for a day.
Maracana field at Ofin-Ajegunle is synonymous with nurturing talents in football. Ighalo is one of the stars the field had produced and this possibly informed why the place was the ideal choice for the shooting of the campaign. Through the words of the footballer, one is not in doubt that he is proud of his root. Two things were achieved here; it connects with Nigerian viewers and it shows the patriotism of both the brand and the creative agency.
Aside scenes that show him as a young aspiring footballer, the presence of his mum and the Ighalo family house in few places also create an emotional connection between the campaign and the audience.
From any angle one chooses to look at it, Live Your Dream campaign celebrates the passion, perseverance and determination of Nigerians to achieve their dreams against all odds. The campaign uses Nigeria’s most loved sport and one of Africa’s finest football exports to tell a story of hope and victory. Ighalo’s journey to football stardom has been a source of inspiration for many. His passion and performance in the game have made him well respected both home and abroad.
The Live Your Dream campaign will make one discover how Ighalo was able to live his dream from the streets of Ajegunle to the tables of the Premier League.
One key objective of the campaign is to grow the revamped DStv Compact package that now offers more value. Two new SuperSport channels were added to DStv Compact – SuperSport 11 (231) and SuperSport 12 (232) dedicated to showcasing the Premier League and La Liga. So customers on DStv Compact will have a chance to live their dream of the best football entertainment by watching all the Premier League games on the DStv Compact package for only N6, 000. This is so far the most emotive campaign from DStv as what the brand has done is to not only inspire consumers, but has also added a digital campaign which will be rewarding consumers who share pictures of them living their dreams with inspirational quotes.
Ighalo’s endorsement will consolidate the expansion of the brand’s football offering on DStv Compact while also heightening the excitement of the 2016/17 Premier League season
The full-fledged campaign includes TV, out-of-home, digital, radio and press adverts.
Marketing challenge on the project and if the campaign has been able to achieve its key objective. Has it been successful so far?
It’s a trip down memory lane with Odion Ighalo and how he has become a shining star in the Premier League. The marketing task was to get the audiences to find inspiration in Ighalo’s success story; the campaign ultimately intends to project the value that’s now offered by DStv Compact… which has gone from a bouquet that had literally no interesting football content, to over 200 games of the Premier League live and in high definition.
The Compact package is affordable and shows live matches of the Premier League and La Liga. Staying connected to Compact package will guarantee that you live the dream of the best football entertainment.
The success of #LiveYourDream is still gaining momentum, however the theme song is said to have generated over 13,000 downloads, and the television commercial is showing across local stations and with 10,000+ views on YouTube. These numbers are still growing as the campaign is still on, and one can only arrive at the final numbers when this is concluded.
But so far, the campaign has given a massive share of voice to DStv Compact package and contributing to stability and growth of the package.