Mr. President has created the latest campaign for Freesat, the UK’s subscription-free satellite TV service. This highlights their TV services and companion mobile app, which consumers can access without a subscription. This is the first work the agency has created for the satellite TV provider, since the agency was appointed in the summer this year following a 3 way pitch.
Since launching in 2008, Freesat has become the preferred TV service for 1.9m UK households with 4m viewers tuning in to watch TV through a Freesat TV or set-top-box each week. Within a competitive marketplace Freesat sets itself apart by offering a subscription free satellite TV service with over 200 channels and features including; catch up and on demand services, a companion mobile app and the ability to pause, rewind and record live TV.
The brief and strategy behind the cross-media campaign aims to reach pay TV subscribers who are considering switching from their current provider and looking for an alternative which delivers a quality service that saves money. The campaign will run from October to take advantage of the peak selling period for consumer electronics.
The creative theme of the campaign is ‘Unbelievably Good’, which is based on the high level of advocacy and satisfaction uncovered from existing Freesat customers. The TVCs dramatise the disbelief people experience when they first switch to Freesat and discover the rich content offering, smart features and user experience, all subscription free.
Jennifer Elworthy, Director of Marketing and Communications at Freesat, commented:
With market leading customer satisfaction figures we’ve always known our customers love Freesat, particularly those who have switched from Pay TV. Mr President’s strategic approach uncovered an amazing level of customer advocacy and we’re so excited to see this insight come to life.
Jon Gledstone, Creative Director at Mr. President adds,
It’s not often you find people raving about a product as passionately as they do about Freesat. And I don’t just mean complimentary – one woman publically stated that switching to Freesat was the best decision of her life (spare a thought for her husband and children). So when the words of the consumers are so unbelievably good, it makes the copywriters job a doddle. And long may this continue.
The campaign includes media ITV, VOD, print and digital. The campaign runs from 17th October.