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 customers to a brand new method of experiencing free TV.
For the primary time, Freely will allow UK audiences to stream reside 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 straight appointed to the account by means of chemistry. The built-in artistic company crafted the strategic proposition and model platform, launching the preliminary marketing campaign with three TV, out-of-home, and social media adverts.
The artistic highlights Freely’s distinctive profit, which permits individuals to look at reside tv utilizing solely Wi-Fi. The primary 30-second spot showcases numerous situations of individuals having fun with vital TV moments on giant screens in shocking Wi-Fi-enabled areas.
Moreover, a pair is curled up watching Physician Who (BBC) behind 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 possibly can watch Freely TV anyplace there may be Wi-Fi, doesn’t imply it is best to.” The advert concludes with a household having fun with TV the correct method: 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 crew, Transfer Studio, dealt with the artistic and manufacturing features.
Not solely that, Hearts & Science formulated an in depth media technique to ascertain consciousness amongst key audiences in the course of the launch section 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 embody TV spots on Channel 4 and ITV, notably in the course of the Britain’s Bought Expertise (ITV) closing. Dynamic advert placements on All4 and takeovers on ITVX and All4 had been additionally executed as notable technique parts.
To boost the artistic marketing campaign, Freely is embarking on a branded taxi tour throughout London (Monday, Could twentieth), Birmingham (Tuesday, Could twenty first), and Manchester (Wednesday, Could twenty second). People are invited to hunt out the taxi for a chance to win a brand-new Freely Hisense TV.
Moreover, they’ll 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’ll scan the QR code displayed on the car’s facet.
Amy Rowcliffe, Director of Advertising at Everybody TV, expressed, “Freely is positioned to futureproof free TV for the streaming period, seamlessly mixing reside and on-demand TV into one platform. TMW has really excelled with this marketing campaign. Leveraging our cheeky model persona, they’ve showcased imaginative (and extraordinary) settings the place individuals can now get pleasure from 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 Artistic Officer at TMW, remarked, “With Freely, you possibly can really 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 doable wherever there may be Wi-Fi. We introduced this idea to life by portraying people with giant TVs in surprising Wi-Fi-enabled areas, having fun with their TV moments to the shock of these round them. By showcasing how individuals 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.”
