Fox-owned ad-supported streaming service Tubi launched its first brand campaign in the UK with the aim to disrupt the “homogenous” streaming market.
“Watch What You Actually Want to Watch” was planned and bought by VaynerMedia to amplify Tubi’s arrival in the UK in July.
VaynerMedia chose partners and channels that provided the highest penetration to its target audience of 18- to 34-year-olds, with a focus on Gen Z.
The media plan included tongue-in-cheek OOH placements, with an emphasis on high-impact formats, including a takeover of Oxford Circus Underground station, Motion @ Waterloo station and Outernet.
Activity also ran on Spotify audio and digital, podcast host reads, contextual digital and video spots, as well as on social media through a number of influencers, alongside Tubi’s own channels.
VaynerMedia’s creative and production teams are also working alongside Mischief to develop assets for social, leaning in to what resonates most with consumers over the course of the campaign.
Hannah Taylor, vice-president, media, at VaynerMedia EMEA, told The Media Leader that the focus of the campaign was to create “an impactful disruptive launch moment” and “generate mass buzz” to get people asking about Tubi and seeking it out.
The media plan was built on the insight that UK consumers want to feel empowered to not take part in “cultural sophistication” or succumb to fear of missing out so that they can “take back ownership of their time”.
This notion was distilled into two themes in the campaign, “me time” and “mischievous”.
“Me time” means environments that nurture escapism and indulgence — things that consumers “crave”. Meanwhile, “mischievous” means relying on “disruptive channels” with “loud and unexpected formats” that align with Tubi’s brand personality.
Taylor explained: “With Tubi launching in such a crowded and established market, disruption was necessary in order to achieve cut-through for a successful launch.”
She added that channels or platforms like TikTok, YouTube and Snapchat were chosen as users were already in “an entertainment frame of mind” and therefore “more receptive” to Tubi’s message.
One sacrifice the team had to make was to pause plans to advertise on gaming platforms, in order to concentrate efforts on broad-reaching and high-impact placements.
However, Taylor stressed that once brand awareness is “more prominent”, gaming platforms would be considered for subsequent campaigns to reach specific cohorts.
The campaign’s success will be measured through audience reach, brand awareness lift and how this drives viewership.
