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ADVERTISING CAMPAIGNS

Freeview ‘Where great TV is free’

Agency: DLKW

Client: Freeview
 
Freeview has launched its first ever television advertising ad as part of a wider Christmas integrated campaign.

The 40”, 30” and 10” ads are airing in three TV regions close to digital switchover (Border, Central and Granada).

Running alongside outdoor, online and retail activity, the ads aim to invite people from all walks of life to join the 14 million homes in the UK already registered to  Freeview – as captured in the closing shot.

Voice-over for the TV ads is provided by Sanjeev Bhaskar (The Kumars at No. 42, Goodness Gracious Me).
 
The outdoor campaign, another first for Freeview, features characters from the TV ads communicating the benefits of Freeview Playback, Freeview’s digital TV recorder brand which lets viewers pause, record and rewind TV with no subscription.

Posters will be placed in strategic locations in the regions, near to major retailers such as Comet and Tesco.

Online creative also focuses on Freeview Playback to raise awareness and drive sales of Freeview Playback digital TV recorders amongst the more tech-savvy audience.  The campaign consists of interactive advertisements which will feature on prominent websites such as Guardian Online, and Yahoo.
 
Head of Consumer Marketing at Freeview, Sophie Alexander, said, “Our Christmas advertising campaign was designed to serve two purposes. Firstly, to reach homes that don’t have digital TV and secondly to reach out to our existing customers who are looking for a second set solution.
 
“By focusing on the simplicity of Freeview, its great channel line-up and demonstrating Freeview’s wide appeal, we can instil pride amongst our Freeview consumers, whilst appealing to those who’ve not yet made their digital choice.”

She added, “With digital switchover in progress we hope that by getting our message out there we can maximise the huge opportunity available and ensure Freeview remains the UK’s most popular digital TV service.”
 
The television and outdoor campaign has been created by DLKW, online by Grand Union and below the line by 999 Design. Media buying is being handled by Mediaedge: CIA.

AJR
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