TCM puts Guerilla in leading role for re-launch across Africa

Internationally recognised for featuring movies dating back to the days of black and white motion pictures, and silent films, the channel set out to create a new, vibrant and modern image especially for the African market. They turned to Bryanston-based agency, Guerilla Tactic, to help them do it.

"We were thrilled to have the opportunity to be involved in the rebranding of an established brand like TCM. Everyone knows what the 'C' stands for and it automatically conjures up images of Humphrey Bogart, James Dean and Elizabeth Taylor. So this wasn't just about coming up with good advertising, it was about changing the mindset of an entire generation. We loved the challenge," says Cameron Naidoo, Founder and Managing Director of Guerilla Tactic.

With 'Powered By Movies' as the brand positioning, the agency created a series of radio commercials featuring South African comedian and TV personality, Trevor Gumbi, in what is TCM's first ever traditional advertising campaign in Africa. The campaign was designed to be a slice of life, something consumers could easily relate to.

"We all compare our lives to the movies at one point or another. We daydream about it. So we used Trevor to show how much better one's life would be if it actually were like a TCM movie. He dramatically runs through movie scenes that relate to some of the most mundane things we all experience. He paints a picture that everyone is all too familiar with in an entertaining way, all while showcasing the new additions to TCM's schedule. He really brings the brand positioning to life," explains Naidoo.

He adds, "With him voicing these spots in true Trevor-style, we are really showing the consumer that Channel 137 on DStv has truly changed. Not only are the movies fresher, but so is their way of getting the message of their offering across. It speaks to a generation to whom 'classic' doesn't necessarily mean The Great Escape, but rather Fast & Furious: Tokyo Drift. This is just the beginning. We're looking forward to spreading their message across the African continent."

For any further queries on Guerilla Tactic visit www.guerillatactic.co.za.