Showmax Ekhaya Backpackers: Not Your Regular 5-Star
Digital & Social
Context
Streaming ads were easy to skip and new shows struggled to break through. Showmax needed people to care before they even pressed play.
Insight
People connect deeply with places they can experience. If they could step into the world of the show, they would feel it before watching it.
Execution
We turned a fictional backpackers into a real bookable stay, listing it online with real details, pricing and availability, then revealed it as part of the show’s world.
Insight
3,500 bookings in the first 48 hours, 42 percent uplift in Showmax mobile sign-ups, 5.3 million impressions, and 18,000 organic mentions.
