Freeview today announced the launch of its first national television ad campaign to promote Freeview+, featuring a stellar cast of British TV talent.
The campaign, created by Beattie McGuiness Bungay (BMB), acts out Freeview+ functionality within much-loved Freeview programming. 4Creative and ITVCreative collaborated on the activity. The line-up includes Antony Cotton, Jennie McAlpine and Tupele Dorgu of Coronation
Street fame; comedian, Alan Carr; chef, Gordon Ramsay; football pundits, Steve Rider and Andy Townsend; not to mention an African cheetah and her cubs, and an entire period drama cast.
In one execution, a big match kick-off at Wembley is held up until Mike in Cirencester has finished his bath and dried his hair. In another, Gordon Ramsay is repeatedly rewound, and wound up, because Helen in Swansea hasn’t been able to catch his rapid-fire recipe. And in another, an early 19th century Ball at Hampton Court is suspended until Zoe in Godalming is back from Barbados and ready to watch them off series record.
Freeview+ not only provides quality digital television, including 13 of the 15 most-watched channels, it also lets viewers pause, rewind and record their favourite shows without monthly bills or a contract, unlike other ‘+’ services on the market. It could save viewers £200 in the first year alone.
The TV ads break on 6th November and run into the New Year. They are supported by online creative and a revamped Freeview website, developed by Grand Union, and by retail that incorporates a new look and feel by 999 Design. Freeview+ advertorials are also featuring in titles such as The Daily Express, The Daily Star and OK magazine.
Rob Farmer, Director of Marketing Communications at Freeview, says: “There are no monthly bills with Freeview+, you can just enjoy the control it gives you of the telly you love. This campaign celebrates the functionality from the public’s perspective, rather than the TV personality’s. We’re aiming to make the power shift itself a source of entertainment.”
Other marketing activity is focused on conversions to Freeview at the Digital Switchover in Border. In addition to on-the-ground initiatives driving awareness of the value and quality of Freeview, a promotion with Tesco has been created whereby customers get a free Technika Freeview box if they buy a Techwood Freeview+ box for £69.97*; a saving of approximately £300 in the first year alone compared to subscription alternatives.
Farmer concludes, “Freeview’s proposition is as relevant today as it’s ever been. With a new channel from Discovery Networks UK and, later, HD coming next year, we’re confident in Freeview’s continued ability to deliver the quality TV people want, without the bills they don’t want.”
*Terms and conditions apply – see information in store for details
**Ofcom Q2 2008 Digital TV Report