Freeview launches ads ahead of switchover

Freeview is launching a marketing campaign focusing on converting customers to its services as part of the digital switchover.

The campaign is part of a push to attract customers still confused over their digital options. The ads will bear the slogan “why pay to view when you can Freeview”.

Freeview’s conversion marketing activity will include on-the-ground initiatives to drive awareness, and promotions with retailers selling Freeview boxes. There will also be regional above-the-line advertising campaigns, including specially shot TV ads.

The campaign will break in the ITV West Country region this week, ahead of the switchover beginning there next week. Beattie McGuiness Bungay has created the campaign for Freeview.

Freeview marketing communications director Rob Farmer says: “As the switchover gathers pace, we will be cranking up our marketing efforts to get more customers onto the Freeview platform. It’s important that we highlight the quality TV offering consumers can get from us, with 99 of the top 100 programmes available for them to view for no charge.”

The campaign follows on from Freeview’s TV ads for Freeview Plus, which ran from November 2008 to January 2009 and starred celebrities such as comedian Alan Carr and chef Gordon Ramsay, and helped the company sell 1.2 million boxes, a 12.2% uplift on the company’s projections for the pre and post Christmas period.

Meanwhile, Freesat, the rival free-to-air satellite TV service will launch its first TV ad campaign today (Wednesday). The campaign, produced by Farm, comprises two ads, each featuring a main character in their living room left captivated by Freesat and its “no bills, no strings” service.

The campaign will launch on ITV1 during coverage of the England vs Ukraine world cup qualifier match.

TV feature, page 20

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here