FREEVIEW, the UK’s largest digital TV service, today launches an £18 million marketing campaign bringing to life the brand’s new positioning based around the concept of generosity.
*New TV advert debuts on ITV1 and Channel 4 this week*
The new strategy marks a shift in Freeview’s communications away from tactical product promotion to focus on building the brand, highlighting the quality of content and easy to use technology that Freeview offers consumers free from subscription.
Freeview’s Marketing Communications Director Guy North said: “The Freeview brand represents everything that television should be about today – quality television programmes for people to enjoy, in the format they want, without the worry of how much it’s going to cost them each month.
“The campaign will specifically target those people who may be considering an alternative to pay television to take a look at what’s available on Freeview and how to make the most of it with Freeview+ and Freeview HD.
“Freeview has always had a genuine desire to provide great TV for free and we’ve bought happiness to millions of viewers – the new campaign brings this to life.”
Helium balloons – an unmistakable symbol of happiness, wonderment and freedom will be the creative vehicle across all of Freeview’s marketing including TV, print, digital and retail.
The first television advert created by Leo Burnett will launch on Friday 18th November during I’m a Celebrity…Get Me out of Here! on ITV1 and Come Dine with Me on Channel 4.
The 60-second film follows a viewer’s journey around town as he collects all manner of helium balloons which represent the content and technology available on Freeview. The more he collects, the bigger the bunch grows until in the final scene he is lifted into the air and after a voiceover highlighting all the good stuff that Freeview offers for free, the end line ‘How good is that?’ appears on screen.
Digital activity will include pre-rolls on ITV Player and Channel 4’s 4oD catch up service and banner advertising to highlight Freeview’s offer and the best deals available.
A partnership with IPC Media titles What’s on TV and TV Times and Global Radio will target viewers in the run up to Christmas and a series of experiential events are planned for some of Britain’s busiest shopping centres.
iPhone users will be able to engage with the brand via a TV-themed app that will allow users to create their own helium squeaky voice. An online game will also be launched next year.
Mr North said: “This is the biggest and most ambitious marketing push Freeview has ever undertaken.
“The post digital switchover era is going to be an exciting time for television in the UK and Freeview will continue to offer a great, free package for consumers.”
Currently around 18 million homes in the UK use Freeview on either their main or second sets. When digital switchover is completed next October, the whole country will have access to Freeview channels.