Britains largest broadcaster realized that their brand was too Eurocentric for an African audience and knew that they had to repackage their programming in order to appeal to the African male market.
IGI facilitated a panel of heavy viewers and collaborated with them to understand their viewing habits, preference and needs in order to determine how and why men watch what they do. We also tested new programming and packaging to understand what the perfect channel would be .
The brand used the insights gained to launch 3 new channels customized to meet the needs of the African market.
IGI worked with consumers to produce photo diaries, snapshots from shopping & home visits & powerful films displaying a united archetypal African consumer.
IGI collaborated with a panel of young South African girls in order to experience a day in their lives.
IGI worked with consumers to identify key subcultures, scenes and emerging activities across 9 African countries.
Cape TownUnit 301