Viu launches cheeky brand campaign that pokes playful fun at competitors

Leading over-the-top (OTT) streamer, Viu South Africa, has launched a playful new brand campaign that challenges traditional streaming models while highlighting what sets the platform apart from its competitors, including global players like Netflix and Disney +.

The campaign, which rolls out across multiple channels – including out of home (OOH), digital out of home (DOOH), PR, broadcast and digital media – is linked to Viu’s new content acquisition drive. The campaign visuals feature colloquial and vernacular slogans that highlight Viu’s differentiators, such as: Your Faves Could Neva Be Open to Group Watching, Your Faves Could Never Let You Login Nomakanjani and Your Faves Could Never Free the Password.

Elouise Kelly, Country Manager at Viu South Africa, explains that despite the streamer’s sizeable base of active monthly users, Viu sees itself as a challenger brand that defies the status quo through its unique model that prioritises community-centric entertainment consumption while offering consumers a flexible, affordable and seamless viewing experience.

‘The traditional streaming model is typically subscription-based, where viewers pay a monthly fee to access a library controlled by content produced in Hollywood and other dominant markets.’

But as the streaming landscape has proliferated and more streamers have entered the playing field, this model has come under pressure and subscriber revenue bases are shrinking – leading to the recent spate of password crackdowns.

From the get-go, Viu has differentiated itself through its hybrid subscription video on demand (SVOD) and advertising video on demand (AVOD) model, the latter of which sees viewers enjoying content for free, subject to a few ad interruptions. Kelly explains that most South Africans – barring the upper-earning echelons – are under financial pressure and cannot afford steep fees.

‘In addition, they’re not always in a position to commit to binding contracts and fixed debit orders. We cater to this by offering flexible and affordable Viu Premium subscription options, where our users can subscribe daily, weekly or monthly. We offer simple login options via Facebook, Google, Apple or email and also enable subscriptions through our telco partners.

‘We also understand that South Africans are community-centric; we like to consume our entertainment as a group and share streaming services, and so Viu doesn’t have password-sharing restrictions. Our users can enjoy exceptional value with quality entertainment, five simultaneous streams, free downloads – all with a simple interface and user-friendly features.’

Kelly says that in the coming months, Viu will continue to add more premium content to its library, including top K-dramas and classic blockbusters, and viewers can look forward to ongoing upgrades to Viu’s user experience and fewer restrictions.

‘We also believe that diversity adds richness and perspective to life. For this reason, we are strongly rooted in our local market and offer viewers access to South Africa’s best-loved shows, such as Uzalo and Skeem Saam, as well as an exciting library of Korean, Scandinavian, Turkish and other international content. We understand that great content doesn’t only come from more known markets, such as the United States or United Kingdom. We allow everyone the opportunity to enjoy quality video entertainment – their way,’ she concludes.