Freely, the brand new free TV service from the BBC, ITV, Channel 4, and Channel 5, has launched its first built-in marketing campaign. Created and developed by TMW, the ‘Set Your self Freely’ marketing campaign introduces shoppers to a brand new manner of experiencing free TV.
For the primary time, Freely will allow UK audiences to stream dwell TV channels and on-demand content material without cost by eliminating the necessity for a dish or aerial, Freely is ready to futureproof free TV for the streaming period.
TMW was immediately appointed to the account via chemistry. The built-in inventive company crafted the strategic proposition and model platform, launching the preliminary marketing campaign with three TV, out-of-home, and social media adverts.
The inventive highlights Freely’s distinctive profit, which allows folks to observe dwell tv utilizing solely Wi-Fi. The primary 30-second spot showcases varied situations of individuals having fun with vital TV moments on massive screens in stunning Wi-Fi-enabled places.
Moreover, a pair is curled up watching Physician Who (BBC) at the back of a black cab, a person will get a bit too into The Nice British Bake Off (Channel 4) in a restaurant, and a lady turns into engrossed by Michael Palin in Nigeria (Channel 5) whereas within the aisles of a grocery store.
These scenes function cautionary tales, reminding us that “simply because you’ll be able to watch Freely TV anyplace there’s Wi-Fi, doesn’t imply you need to.” The advert concludes with a household having fun with TV the correct manner: sitting collectively on the couch, watching The 1% Membership (ITV).
The model TV advert was directed by BARBARA, the comedy director duo from Merman. TMW and its in-house manufacturing group, Transfer Studio, dealt with the inventive and manufacturing elements.
Not solely that, Hearts & Science formulated an in depth media technique to determine consciousness amongst key audiences in the course of the launch part and maintain development all through 2024. The technique encompasses each conventional and digital media channels, together with linear TV and BVOD, PPC, and paid social throughout Meta and TikTok platforms.
Highlighted actions embrace TV spots on Channel 4 and ITV, notably in the course of the Britain’s Received Expertise (ITV) last. Dynamic advert placements on All4 and takeovers on ITVX and All4 had been additionally executed as notable technique elements.
To boost the inventive marketing campaign, Freely is embarking on a branded taxi tour throughout London (Monday, Might twentieth), Birmingham (Tuesday, Might twenty first), and Manchester (Wednesday, Might twenty second). People are invited to hunt out the taxi for a possibility to win a brand-new Freely Hisense TV.
Moreover, they will both hail the cab and luxuriate in the brand new TV advert with complimentary snacks and drinks or, if the taxi is occupied or in transit, they will scan the QR code displayed on the car’s aspect.
Amy Rowcliffe, Director of Advertising at Everybody TV, expressed, “Freely is positioned to futureproof free TV for the streaming period, seamlessly mixing dwell and on-demand TV into one platform. TMW has actually excelled with this marketing campaign. Leveraging our cheeky model persona, they’ve showcased imaginative (and extraordinary) settings the place folks can now take pleasure in TV whereas emphasising the unparalleled expertise of settling in for an evening of nice TV. We’re thrilled to introduce a contemporary, up to date model to the marketplace for everybody to relish, and we eagerly anticipate sharing the advert nationwide.”
Graeme Noble, Chief Inventive Officer at TMW, remarked, “With Freely, you’ll be able to actually immerse your self in ‘full TV mode’ – deeply engaged in your favorite reveals, clad in your comfiest slippers, accompanied by a cuppa and snacks – all attainable wherever there’s Wi-Fi. We introduced this idea to life by portraying people with massive TVs in surprising Wi-Fi-enabled places, having fun with their TV moments to the shock of these round them. By showcasing how folks liberate themselves from TV payments, bins, and different hassles, we inform the UK viewers that there’s a contemporary and thrilling strategy to experiencing free TV.”
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