Freesat unveils new peak marketing campaign

Freesat unveils new peak marketing campaignFreesat, 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
Audio: Factory

65 thoughts on “Freesat unveils new peak marketing campaign”

  1. It is time for an injection of reality. It is highly unlikely that any UKTV channels will be joining Freesat in the short to medium term. Freesat has to get many more customers first (and the new adverts will hopefully help in that respect) so that the economic balance tips over and favours going free to air over staying with Sky.

    In the meantime, it is likely that the Community Channel, with its varied documentary output, will be joining Freesat at some future stage and I understand that discussions are ongoing.

  2. Tim
    Are you just surmising that UKTV will not be joining freesat or do you have a little bit of info. I have often wondered what sort of viewing figures are required before UKTV would come onto freesat.

  3. The bottom line with UKTV is we just don’t know. One day all their DTT counterparts on DSAT could go FTA, just like what happened with all the music channels that joined in April, previously being pay.

    I still find it odd Freesat are carrying ads across UKTV’s channels when these services aren’t available on the platform (yet).

  4. @RAM, my sources are my own direct and discreet communication with media groups (which can be most illuminating) and reputable sources of media industry information such as Broadcast Now, Brand Republic, etc. I don’t go in for wild and unsubstantiated speculation a la Cable Forum because it’s deeply unhelpful as well as being inaccurate and raising expectations which are later dashed.

    My reading of UKTV’s current position is that going free to air just won’t pay for them right now because they’d lose Sky subscription revenue and the Freesat/free to air audience isn’t large enough yet to justify trying to exist on advertising monies alone. UKTV do it for Freeview because it has a huge reach and because it’s the UK’s most popular digital platform.

    Freesat will become more attractive as a platform for channels as it grows and, at last, the new management team is starting to put in the necessary effort to make that happen. Another thing that also helps is the increasing availability of UK-directed satellite sport beams which takes away the rights issues aspect.

    I have made the point to Freesat management that they ought perhaps to start going for the low hanging fruit as it were and start trying to actively recruit the better free to air and free to view channels so that that will, in turn, increase the attractiveness of Freesat as a platform. The existing free recording helps as does the availability of all four PSB iPlayers for .

    @Neil, I can see where you’re coming but it makes perfect sense for Freesat to have their adverts on popular UKTV and other current Sky subscription channels because they’re trying to get Sky viewers to convert to Freesat because Freesat, like Freeview, has the most watched channels and programmes all for free without paying £25+ a month plus there’s free programme recording too. That approach is fine by me and I welcome it.

  5. Tim
    Thanks for your iteresting and detailled reply. I have nothing to do with the industry. I am just very interested. I think Freesat/FTA TV is agreat service. We hear that there are about 10 million Sky subscribers. This means they are obviously on at least a basic sub. Will we ever know the approximate total number of FTA/freesat/former Sky boxes/freesat from Sky boxes. This has got to be at least half the amount of Sky subs. Does anyone have an opinion?

  6. @RAM, I also have Freesat (combined with Freeview) and, like you, I think it’s a great service that has a lot of potential to grow. I much prefer to watch TV on Freesat because, on balance, I think it has gives a better picture than Freeview overall (especially compared with the channels on Freeview’s COM4/SDN commercial multiplex O_O).

    Ofcom used to issue their quarterly digital TV progress reports (see http://goo(dot)gl/8I5pQm) but their methodology was unhelpful to say the least because it didn’t give an obvious breakdown for specific operators, e.g. Sky, Virgin Media, Freesat, BT, etc. Perhaps someone who uses this website can find an actual figure but my broad estimate is that the numbers using non-pay Sky, non Freesat receivers must at least be in the hundreds of thousands range including those who have freesat from Sky and generic free to air receivers such as those that can be bought from Maplin, etc.

    As for new channels, I’d suggest keeping a watch out on this website here http://www(dot)communitychannel(dot)org/ over the next few months.

  7. @Neil, I am going to be very circumspect about this but I would not be at all surprised if there had been a lot of initial talking going on between the relevant parties concerned 🙂

    One of my favourites on that channel is Richard Vobes’ The Bald Explorer and I hope that there would be a new series in 2014 (I currently watch that channel in non-Freesat mode – Astra 1N 12207.00 V 27500 2/3).

  8. Tim said:
    @Neil, I am going to be very circumspect about this but I would not be at all surprised if there had been a lot of initial talking going on between the relevant parties concerned
    One of my favourites on that channel is Richard Vobes’ The Bald Explorer and I hope that there would be a new series in 2014 (I currently watch that channel in non-Freesat mode – Astra 1N 12207.00 V 27500 2/3).

    I’ll take that as a maybe then 🙂 Certainly will be good to have this channel on-board considering some of their great programming. I did email then about 12mths or more ago and they replied telling me they’d love to be on the platform but was all a question of money and funding available to do so at the time .I too have it in non-Freesat mode.

  9. Freesat need to serious fire the advertising team. as has been mentioned. Rubbish in comparison to sky/freeview.
    Doesnt tell me it has 160whatever channels has
    Doesnt tell of the HD channels or catch up or anything else
    Who keeps coming up with these frankly shocking adverts, i could do better for allot less cost im sure

  10. Gadget Show on CH4 is looking at free tv platforms next Monday 21st. let’s hope they include Freesat this time.

  11. Richard Crichton said:
    Gadget Show on CH4 is looking at free tv platforms next Monday 21st. let’s hope they include Freesat this time.

    Correction CH5 not CH4.

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