Subscription-free satellite TV service Freesat launches a new TV campaign this weekend (2nd October), as part of its march towards two million sales. This refreshed approach to the brand’s communication strategy is the first from Freesat’s new creative agency VCCP, and has a total spend of £5 million.
The new campaign establishes Freesat’s unique catch-free proposition; more than 140 channels, free HD content from ITV and the BBC, Freesat+ to record and rewind TV, and catch-up services from BBC iPlayer. All subscription-free.
The series of 60 and 30 second-long commercials which run through October to January 2011, were directed by James Griffiths – whose previous credits include work for Coca-Cola, BT and Adidas, and is currently working on a new Showtime / BBC production.
Will Abbott, Freesat Marketing and Communications Director, said, “This campaign speaks to savvy consumers who want brilliant TV but are fed up with paying through the nose for it. With Freesat they don’t have to.
“It’s our biggest campaign yet. The TV commercials spell out what you really get with Freesat, reflecting the understandable scepticism many feel when something sounds just too good to be true. With Freesat, there is no catch. “
Dominic Garcia-Hall, Head of International Planning at VCCP, added; “these are watershed times in television, and we saw an opportunity for the brand to challenge the infighting so rife in the category, by focusing on what it does so well. Freesat is a unique commercial proposition, so deserves some special marketing.”
The TV commercials take place on board Freesat 1, an imaginary satellite space station orbiting Earth, and document the goings-on of the Freesat “tech team”. With plenty of time on their hands, this lovable crew dream up fanciful catches because Stu, the team newbie, can’t believe anything so good as Freesat could really be catch-free. The catches range from the ridiculous to the impossible, from flat-sharing with a boxing kangaroo to comforting a needy Yeti, making for some inimitably British comedy.
Alongside the new campaign, the Freesat website has been re-launched, with a vibrant new look and feel. The refreshed site is also designed to boost Freesat’s social media presence, with campaigns on Facebook, Twitter and YouTube to carry the no-catch story far and wide.
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For further information please contact:
Stephanie Brimacombe at VCCP on 020 7592 9331.
