weekly breakdown spot / Sundance tv

Objective: Assist viewers in navigating the distinct daily themes on Sundance TV in South Africa, enhancing the overall viewing experience and channel engagement.

Strategy: Develop and implement a creative campaign that includes a comprehensive graphical toolkit and introduces a brand voice-over, providing clear guidance and an emotive connection with the audience.

Execution:

  • Creative Campaign Development: Conceptualized a campaign to clearly communicate the daily themes, ensuring a cohesive and engaging viewer experience.

  • Graphical Toolkit Creation: Identified the need for and oversaw the creation of a new graphical channel toolkit, enhancing visual consistency and thematic clarity.

  • Copywriting and Editing: Wrote compelling copy and edited the promotional piece, ensuring it effectively conveyed the channel's daily themes.

  • Art Direction: Directed the art for the graphical toolkit, ensuring it aligned with Sundance TV's brand identity and aesthetic.

  • Voice-Over Introduction: Introduced and implemented a brand voice-over, a first for the channel, to add an emotive layer and enhance viewer guidance.

  • Casting and Direction: Cast and directed the brand voice-over talent, ensuring the voice matched the channel’s tone and resonated with the audience.

Results:

  • Enhanced Viewer Navigation: Successfully helped viewers navigate the channel’s daily themes, improving their overall experience and engagement.

  • Positive Feedback: Received praise from both viewers and brand stakeholders for the campaign’s clarity and emotional impact.

  • KPI Highlights:

    • Stakeholder Approval: High satisfaction ratings from brand stakeholders, acknowledging the campaign’s effectiveness and creativity.

    • Increased Viewership: 32% rise in viewership during the themed segments, indicating successful navigation and retention.

By developing a creative campaign and a comprehensive graphical toolkit, along with introducing an emotive brand voice-over, I successfully enhanced viewer navigation and engagement for Sundance TV in South Africa, earning widespread praise from both viewers and stakeholders.