Game of Thrones —
Making a global phenomenon
feel urgent and local
Season 8 was coming. But most South Africans hadn't watched the first seven. Our challenge wasn't just awareness — it was action. We needed to get people to binge seven seasons before the finale arrived. So we recruited them. Using The Night's Watch as our vehicle, we called on fans to Join the Night's Watch and prepare for what was coming.
The campaign was built around social listening and personalisation. Fan influencers received their own custom house banners — created from their social data. We built binge-watch calendars tailored to each viewer's schedule, and crafted personalised excuses to stay home and watch. The more invested people were in the world, the more the campaign rewarded them for it.
It was immersive, locally resonant, and designed to drive the one behaviour that mattered: seven seasons, before the eighth arrived.
Viewership jumped 281% and the Showmax app trended at #1 on the App Store — sustained across the season, not just the launch moment.
Creative Director. Led strategy, concept, and creative direction through to final execution across all channels.