Freesat, the free-to-air satellite TV service, has launched its latest integrated marketing.
The campaign incorporates TV, press, digital, social media and PR and focuses on Freesat’s HD offering ahead of the World Cup that Freesat will show in HD nationwide and subscription-free on BBC HD and ITV1 HD channels.
The TV campaign, produced by Farm, focuses on the familiar interplay between a husband and wife as he tries to win ‘brownie points’ so he can get Freesat to enjoy the World Cup in HD. The ad opens with a family stuck in their car in a traffic jam in a spring shower. Dad sees a billboard at the side of the road which reads ‘GET THE FOOTBALL IN FREE HD’.
He looks over at his wife and in an attempt to win ‘brownie points’ casually and nervously suggests “why don’t we have your Mum over for lunch on Sunday” to the obvious surprise of everyone else in the car.
The 30” TV advert will launch on ITV1 and will be supported by a 10” as well as print, digital, PR and social media.
Freesat has also created a dedicated World Cup section of its website incorporating a range of new content designed to help people get ready to enjoy the tournament in HD.
From now until the climax of the World Cup in late June Freesat.co.uk will offer visitors a comprehensive match planner, World Cup Twitter aggregator and blog featuring guest blogger, pundit Lee Dixon. Traffic will be driven through to the site via social media activity including a viral ‘Brownie points’ game and a major World cup themed competition.
“Our new campaign comes at a particularly exciting time for Freesat as we recently passed the one million milestone – a fantastic achievement in such a highly competitive market. Being able to get the World Cup in HD, subscription free and across the whole country – no matter where you live - is a brilliant story for consumers,” said Freesat Marketing and Communications Director, Will Abbott.
“The TV commercial brings humour and a clear voice and personality to Freesat. The website content we’ve created and the social media activity we’re running will help us talk to as many world cup fans as possible and give them a chance to participate.”
Freesat has continued to work with creative agency, Farm in creating the advertising campaign, media planning and buying agency MPG and digital agency BIO in developing the freesat website.
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