AFCON BANTER

The Challenge

The Africa Cup of Nations (AFCON) has always been a big deal to football fans

across the continent and beyond. For most Nigerian fans, DStv has always been

a key broadcaster of this tournament, but when news leaked that DStv wouldn’t ​be broadcasting it, Nigerian football fans on social media went to town, venting ​on the brand and clearly expressing their displeasure. However, at the last ​minute, just before the tournament kicked off, DStv Nigeria secured the rights

to broadcast the tournament. So, how were we going to turn around weeks

of negative sentiment and get fans subscribing to DStv once again?

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The Solution

To help the brand combat this backlash, we built our concept around

the nickname of the Nigerian team - Super Eagles. We turned this into

a series of digital posters with the eagle soaring over their opponents.

We also leveraged on the friendly football banter which already existed ​among several African countries. Using several generative AI platforms,

we proactively churned out banter that helped fans get gear up for the ​games. With each game, football fans from across the continent were truly ​locked on, engaged and even desiring more content from the DStv brand. ​As Nigeria’s Super Eagles progressed into the tournament's latter stages, ​we needed to go even bigger with our content. So, for AFCON finals,

we upped the ante, creating a movie trailer that spoofed a classic movie - ​“Snake in the Monkey’s Shadow”, and followed through with character ​cards that featured key players from the team. While Nigeria didn’t win

the tournament, the DStv brand won back the hearts of football fans ​across the continent.

96

milllion

361%

ENGAGEMENT

IMPRESSIONS

INCREASE IN SUBSCRIPTION