What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
Makeover for Dub
Iconic television character Dub has been entertaining children on SABC 2's tube for 10 years, communicating messages about children's rights and the importance of staying healthy through song and dance. His new brighter, more vibrant and realistic appearance is intended to convey tube's social sense of duty in an innovative and thrilling manner that will appeal to all children.
Explains Nivasha Naidoo, tube brand manager, "The current imaging and graphic content was somewhat restrictive and we needed to liven up the characters and get children eager to watch the channel. The modifications made in terms of the standard animation have resulted in a more visually appealing and updated look that will have kids amused for hours on end."
With the re-imaging, tube will explode into a fun-filled world with a range of new characters. Dub is cuter than ever before with longer legs, green eyes and a smoothened appearance. He also has new friends in the form of huts, sunflowers, Sun, and Gogo the wise old tree. This transformation allows children to escape from their daily routine into a magical world where anything is possible.
Even though tube's main target audience is children aged 7 - 15, the channel has experienced a huge appeal among toddlers, with Dub being very popular among the tiny tots audience, shifting the primary audience from 3 - 15 year olds.
The channel, aimed at creating a world that appeals to two very different audience mindsets and the re-imaging, is based on what Disney and Pixar have been using in creating their animated feature films. The new world has to retain and capture audiences, so it has been necessary to develop a world that will communicate two messages.
The new world of tube is based on a television programme set, with the new friends as the actors and Dub as the star performer and director. While the bright, colourful and softer images is intended to capture the appeal of the 3 - 7 year olds, the concept of Dub being real and an actor/director will appeal to the older target audience.
"Together, tube and its mother brand, SABC 2, pride themselves on being the channel for the South African family. We like to offer a place of safety for all our viewers, especially our younger ones, and it is important that the new imaging reflects these values," concludes Naidoo.
