Freesat, the subscription-free satellite TV service, is launching a new peak marketing campaign, with a 30sec TV spot that premieres on Monday 7th October. The campaign includes significant support both above and below-the-line, with TV, print, digital and direct mail, supported with a brand new website.
The TV ad ‘Us Humans’, created by creative agency Now, airs on Monday across all ITV, Channel 5 and UKTV channels and features a series of humorous scenarios showing the many things we do every day that could easily be avoided – from opening a car door into a lamp post to getting stuck in a revolving door. One such scenario is paying unnecessarily for television when there’s a great free alternative in Freesat. The ad runs with the strap line, ‘Subscription Free Satellite TV. Freesat. Think about it’.
Everyone can relate to those everyday things that we all do without thinking, things that could easily be avoided,
comments Freesat Marketing Director Paul Gilshan.
Our new TV campaign encourages consumers to think about the choices they have with their TV – quality programming, and a wide variety of channel choice plus great features like pause, rewind, and record alongside On Demand and Roll Back TV all for free with Freesat means that customers don’t have to be out of pocket.
As part of the campaign, Freesat has taken a bold approach to its print advertising and branding to build clear differentiation in a crowded market. Alongside a print creative dominated by big headlines in bold text, the TV service has developed a colourful point-of-sale to provide in-store stand out.
A new consumer marketing strategy is centred on bringing Freesat’s customers to the fore, an approach that is unique to the category. As well as customer testimonials screened on tablets at point-of-sale, the newly relaunched website features real Freesat customers explaining how Freesat’s products and features can enhance everyday television viewing.
Gilshan also said,
Standing out in a confusing market place is so important for us – without the luxury of the budgets that some our competitors have, every piece of communication has to work doubly hard to cut through. This is a really exciting time for Freesat and the combination of a relatable TV ad, an impactful in-store and print campaign plus significant investment in digital will help us to continue to go from strength to strength.
Launched in 2008, Freesat provides free entertainment to over 4 million viewers a week across 1.8 million homes in the UK. Freesat’s Freetime service launched to great acclaim a year ago, bringing new features including a Roll Back TV guide that lets viewers ‘turn back time’ to watch programmes that have already been on, ‘Showcase’ providing daily TV recommendations and enhanced On Demand. Freetime now offers the full set of the UK’s top players – BBC iPlayer, ITV Player, 4oD, Demand 5 and YouTube.
Freesat is growing the Freetime features’ set over time, including a remote record and remote control app for phones and tablets as well as the introduction of additional movie and music services.
Title: ‘Us Humans’
Creative Agency: Now
Brand Consultants: Why Projects
Creative: Steve Paskin
TV Producer: Alison Cummins
Production Co: Outsider
Director: James Rouse
Post Production: MPC
Editing House: Work Post Production
Final Cut Editor: Bill Smedley