Freeview Launches First Ever TV Ad Campaign
Freeview will tonight launch its first ever television advertising campaign, with an aim to encouraging more Brits to make the switch to digital TV.
The 40″, 30″ and 10″ ads are airing in three TV regions close to digital switchover – Border, Central and Granada – and will run alongside outdoor, online and retail activity.
The ads feature a giant red sofa and open with a scene of people appearing from over the brow of a hill. As they head through the countryside and across fields, they are joined by hundreds of others.
A young girl emerges on her dad’s shoulders, and points to the sofa standing solidly in the middle of a field. A mass of people head towards it and settle down, at which point a young boy raises the remote and everyone becomes bathed in the golden glow of Freeview.
The final aerial shot represents the people in the 14 million homes in the UK that are already watching Freeview, and invites everyone to watch the non-subscription digital television service. Voice-over for the TV ads is provided by The Kumars At No.42 actor, Sanjeev Bhaskar.
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 (see Freeview Launches Major Ad Campaign For PVR).
Posters will be placed in strategic locations in the regions, near to major retailers such as Comet and Tesco. The 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 online campaign consists of interactive advertisements, which will feature on prominent websites such as Guardian Online, and Yahoo!
Sophie Alexander, head of consumer marketing at Freeview, 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 continued: “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.”
Freeview: 08708 80 99 80 www.freeview.co.uk