Multichoice needed a quick  turnaround tier-down campaign to  communicate that Maisha Magic  was now tiering down to the lower  packages starting from DStv Access  and GOtv plus. Maisha Magic Plus is  dedicated to local content.

How do you get new subscribers to  GOtv and DStv when the competition  is so high and free to air stations  such as NTV and citizen are providing  similar local content. The stakes were  high and we had to perform some  Magic. In a week

Instead of positioning this as a tier  down, we needed to reframe the  messaging and communicate  that Maisha Magic Plus is now  OPEN TO EVERYONE.

TUMEFUNGULIA MAGIC. This idea wrote itself once we had  the insight. We needed to  welcome everyone to the home of  local entertainment by opening  up the MAGIC.