Today Freeview kicks off its first ever television advertising campaign, forming part of a wider Christmas marketing initiative. The 40”, 30” and 10” ads are airing in three TV regions close to digital switchover (Border, Central and Granada). Running alongside outdoor, online and retail activity, the ads invite people from all walks of life to join the 14 million homes* in the UK that are already enjoying Freeview.
The ads feature an iconic “giant red sofa” and open with a scene of people appearing from over the brow of a hill. As they head through the countryside and across fields, they are joined by hundreds of others. A young girl emerges on her dad’s shoulders, and points to the sofa standing solidly in the middle of a field. A mass of people head towards it and settle down, at which point a young boy raises the remote and everyone becomes bathed in the golden glow of Freeview. The final aerial shot represents the huge number of people already watching Freeview, and invites everyone to watch the 40 free digital channels available for a one-off payment and no subscription. Voice-over for the TV ads is provided by Sanjeev Bhaskar (The Kumars at No. 42, Goodness Gracious Me).
The outdoor campaign, another first for Freeview, features characters from the TV ads communicating the benefits of Freeview Playback, Freeview’s digital TV recorder brand which lets viewers pause, record and rewind TV with no subscription. Posters will be placed in strategic locations in the regions, near to major retailers such as Comet and Tesco. The online creative also focuses on Freeview Playback to raise awareness and drive sales of Freeview Playback digital TV recorders amongst the more tech-savvy audience. The online campaign consists of interactive advertisements which will feature on prominent websites such as Guardian Online, and Yahoo.
The integrated campaign will encourage consumers to visit the Freeview website or visit their local electrical retailer to buy a Freeview digital box, Freeview Playback digital TV recorder or digital TV with Freeview built-in. Freeview’s call centre telephone number is also featured on TV ads broadcast at key times to target older non-digital viewers, who may require additional help and advice.
Sophie Alexander, Head of Consumer Marketing at Freeview said: “Our Christmas advertising campaign was designed to serve two purposes. Firstly, to reach homes that don’t have digital TV and secondly to reach out to our existing customers who are looking for a second set solution.
“By focusing on the simplicity of Freeview, its great channel line-up and demonstrating Freeview’s wide appeal, we can instil pride amongst our Freeview consumers, whilst appealing to those who’ve not yet made their digital choice. With digital switchover in progress we hope that by getting our message out there we can maximise the huge opportunity available and ensure Freeview remains the UK’s most popular digital TV service.”
Television and outdoor campaign by DLKW, online campaign by Grand Union and below the line campaign by 999 Design. Media buying handled by Mediaedge: CIA. Over 3.8 million homes are considering disposing of an analogue recorder at Switchover (Source: Digital UK/Ofcom)
- 4% of people planning to dispose of an analogue recorder, would recycle it or return it to a retailer – the majority of recorders (59%) would throw it away (Source: Digital UK/Ofcom)
- Only 2% of us know what the WEEE Directive is (Waste Electronic and Electrical Equipment Directive (Source: Comet research June 2007)
- Each year in the UK we go through over 1.2 million tonnes of electrical waste – the equivalent of 150 thousand double decker buses! (Source: www.recycle-more.co.uk )
- 75% of waste electronics end up in landfill sites (Source: www.recycle-more.co.uk)
- Electrical goods are the fastest growing waste stream in the UK, growing by 5% each year (Source: www.recycle-more.co.uk)