Freeview is launching its first TV advertising campaign following an overhaul of its brand identity, designed to give it more “gravitas”.
Head of strategic marketing Liz Reynolds calls the overhaul a significant move for Freeview, and says it aims to be “emotionally engaging” with consumers.
The new creative “Free TV Land – where great TV is free” will be used across Freeview’s communications, including in-store material and online. Information packs will be sent directly to homes and available from high street retailers.
It also features the line “Population 8 million and counting”, referring to the 8.6m homes that now have Freeview. The pay-TV giant BSkyB has 8.2m subscribers.
The TV campaign will run in the Granada region and has been created by Red Bee Media, formerly BBC Broadcast. If successful, it will be rolled out to other regions. The new brand identity has been developed by consultancy Branded and the creative work is through 999. M2M handled media planning and buying.
Reynolds says previous marketing activity has been “factual” but she adds that it needed to become more engaging with consumers in the run-up to digital switchover. She says: “People will see it as a new Freeview.”
The Freeview brand is owned and marketed by DTV Services, a joint venture between the BBC, National Grid Wireless, BSkyB, ITV and Channel 4. Its objective is to promote the benefits of free-to-view digital terrestrial TV.