Freesat Launch New TV Campaign From VCCP

(Official Freesat press release)

Freesat champions its ‘no‐catch’ proposition with new TV campaign from VCCP

Subscription‐free satellite TV service Freesat launches a new TV campaign this weekend (2nd October), as part of its march towards two million sales. This refreshed approach to the brand’s communication strategy is the first from Freesat’s new creative agency VCCP, and has a total spend of £5 million.

The new campaign establishes Freesat’s unique catch‐free proposition; more than 140 channels, free HD content from ITV and the BBC, Freesat+ to record and rewind TV, and catch‐up services from BBC iPlayer. All subscription‐free.

The series of 60 and 30 second‐long commercials which run through October to January 2011, were directed by James Griffiths – whose previous credits include work for Coca‐Cola, BT and Adidas, and
is currently working on a new Showtime / BBC production.

Will Abbott, Freesat Marketing and Communications Director, said;

This campaign speaks to savvy consumers who want brilliant TV but are fed up with paying through the nose for it. With Freesat they don’t have to.

It’s our biggest campaign yet. The TV commercials spell out what you really get with Freesat, reflecting the understandable scepticism many feel when something sounds just too good to be true. With Freesat, there is no catch.

Dominic Garcia‐Hall, Head of International Planning at VCCP, added;

these are watershed times in television, and we saw an opportunity for the brand to challenge the infighting so rife in the category, by focusing on what it does so well. Freesat is a unique commercial proposition, so deserves some special marketing.

The TV commercials take place on board Freesat 1, an imaginary satellite space station orbiting Earth, and document the goings‐on of the Freesat “tech team”. With plenty of time on their hands, this lovable crew dream up fanciful catches because Stu, the team newbie, can’t believe anything so good as Freesat could really be catch‐free. The catches range from the ridiculous to the impossible, from flat‐sharing with a boxing kangaroo to comforting a needy Yeti, making for some inimitably British comedy.

Alongside the new campaign, the Freesat website has been re‐launched, with a vibrant new look and feel. The refreshed site is also designed to boost Freesat’s social media presence, with campaigns on Facebook, Twitter and YouTube to carry the no‐catch story far and wide.

Watch the advert here:

Freesat Makes Finals Of National Business Awards

Freesat has been announced as a finalist for the 2010 National Business Awards in partnership with Orange, the UK’s most prestigious independent business honours.

The subscription-free digital satellite TV service is in the running to win The Excellence in Marketing Award, for the success achieved around its recent World Cup in HD campaign in the lead up to this year’s tournament.

More than 150 of the UK’s most innovative businesses have been shortlisted for the awards with Freesat competing against nine others in its category.

Winners will be unveiled at a ceremony taking place at London’s Grosvenor House hotel on 9th November.

Freesat Launch New Advertising Campaign

Freesat has today unveiled its largest advertising campaign to date, launching 4th November 2008, which will highlight the satellite TV service’s subscription free high-definition (HD) offer and run across national newspapers, supplements, TV listings publications, commuter press and a wide range of digital media.

The campaign centres around viewers emotional responses to watching their favourite programmes in HD on Freesat, including BBC HD’s Strictly Come Dancing, Little Dorrit, In the Night Garden, ITV HD’s UEFA Champions League football and new teen drama Britannia High.

Key messages communicated in the campaign include;

– Freesat’s attractive no subscription, no monthly bills proposition
– Freesat’s range of channels, which currently number 140, including free HD from the BBC and ITV
– Freesat’s UK wide signal coverage, which stands at 98%
– The ease of equipment purchase and set-up

Freesat, which recently announced that product sales had reached over 100,000 in only five months, has worked with creative agency farm to create and implement the campaign, with media agency MPG handling media planning and buying.

Will Abbott, Freesat marketing and communications director commented;

Freesat offers 140 channels and UK-wide coverage for everyone, for free – no subscription and no monthly bills. That’s a brilliant offer and great value. Add to that some of the best of BBC and ITV in HD for free and it just gets better. But we’re interested in people not pixels. It’s the heightened viewing experience HD offers that we’re focusing on in our campaign – the feeling that you’re really there, immersed in the action.

Freesat joint marketing initiative with BET

Press release from Freesat on the launch of their joint marketing initiative with US channel BET:

Freesat, and US channel BET (Black entertainment television) have launched a targeted retail marketing campaign in the lead up to the key pre-Christmas sales period.

In-store posters/displays and a specially made ‘sizzle’ DVD have been created which highlight the upcoming BET Hip Hop Awards which premieres in the UK on Friday October 24th at 8pm, and are exclusive to BET. Last year’s winners and performers included Kanye West, Ludacris, Common and Nelly.

Freesat has worked with the Glen Yearwood group, who provide communications strategy to BET UK, to target areas around the country with high densities of a Black and mixed race population, a key target demographic for BET.

The campaign has been rolled out to 176 Freesat stores across Freesat’s retail partners Currys Digital, Argos, Comet, John Lewis, as well as independent retailers.

BET launched onto the Freesat platform in August and reaches 87m households in its native North American and Caribbean territory, broadcasting a wide range of entertainment, music, news and public affairs programming aimed at consumers of pop culture inspired by African – American music and lifestyle.

Commenting on the campaign, James Atkins, Freesat’s trade marketing manager said,

Working with BET means we have been able to draw on their specialist demographic knowledge to focus the campaign towards consumers that are likely to respond to BET content and the Freesat proposition.

Michael Armstrong, SVP at BET International added,

The retail partnership with Freesat underscores BET’s commitment to share and add value by unlocking data on our consumer demographic and approach marketing and communications from emotional brand recognition and content differentiator that is BET. Above all, we are excited at the long term and embedded commitment to our consumer group that is shared by Freesat, we expect to make a difference.