What the brand needed
Connection is everything.
The goal of the collaboration between Openserve and the kykNET Silwerskermfees was to connect Openserve with an untapped market. As South Africa’s leading FNO and preferred broadband partner, Openserve needed a strategic and creative approach to its partnership with the kykNET Silwerskermfees. Our role was to position Openserve as a category leader by telling a unique, relevant and somewhat left-field story that bridged the gap between the brand and this new market.
South Africa is a vibrant mosaic of languages and cultures, yet a shared identity unites us all. Openserve aimed to demonstrate its ability to foster genuine connections – not just as a service provider but as a curator of South African experiences and narratives.
Insights and execution
The kykNET Silwerskermfees is a highly valued Afrikaans festival that has created a space and nurtured the local film scene for over 10 years, reflecting Afrikaans as the third most spoken language in the country. It showcases that Afrikaans is not just an accessible language but a lifestyle for many in this country.
Through its partnership with the kykNET Silwerskermfees, Openserve brought the concept of ‘Connect your world’ to life. We showcased relatable scenes of connection in our TV commercials (TVCs), enhanced by vibrant Afrikaans and English phrases that resonate with South Africans. This included visual examples of how Openserve, as the country’s most reliable fibre network, connects the film industry to its audience.
We produced 10- and 30-second TVCs featuring popular South African voices like Themba Robin, Tracey-Lee Oliver, Bryan van Niekerk, and Asher Stoltz, dubbing stock videos with English and Afrikaans voice-overs. By infusing a fresh and flavourful context with familiar phrases, Openserve proved its ability to connect South Africans through media.
The 30-second commercials aired during TV ad breaks throughout the kykNET Silwerskermfees festival period and on channels like Kwéla, Bravo, and kykNET. They were also promoted on social media platforms such as LinkedIn and Facebook. Engagement was high, proving that South Africans love being represented in their own world.
Openserve’s commitment to engaging with communities was carried out in unexpected ways. The company organised community screenings, bringing students from Mitchell’s Plain to watch a feature film from the kykNET Silwerskermfees in a community hall. Additionally, Openserve showcased 3D models of its fibre connections, offering students a hands-on understanding of how the fibre network operates.
During the popular kykNET Silwerskermfees, Openserve also sponsored various elements of the event. This sponsorship reaffirmed Openserve’s legacy by making Openserve’s presence felt, from charging ports and branded popcorn baskets to mugs and tote bags, Openserve was everywhere, and you couldn’t miss it! Another highlight was a cold-water plunge organised by Openserve, after which participants received branded towels and enjoyed coffee in Openserve cups. These touches embodied Openserve’s mission to ‘Connect your world’, while making it fun and entertaining for everyone!
EVENT HIGHLIGHTS
The kykNET Silwerskermfees and Openserve collaboration was a resounding success, with our social media team providing live coverage during the 4-day festival in August. Senior Social Media Manager, Sarah Justin-Ward noted the impressive turnout, highlighting how South Africans enthusiastically supported Afrikaans movies. The long lines and large crowds at screenings underscored the strength of the local film industry. Community engagement on Openserve’s social media platforms and live coverages proved the public’s interest in the SA’s number one fibre network!
Overall, every element of the event, combined with our TVCs, flowed seamlessly together, contributing to a great triumph. We eagerly anticipate collaborating on this project again next year.
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