Freesat launches ‘tongue-in-cheek’ campaign

Freesat is set to launch a humorous ad campaign to promote its new smart TV guide as it looks to ensure customers stay with its service, rather than switching to new offerings such as YouView.

TV ads will feature two “tongue in cheek” brand characters who will illustrate its new “<free time>” service, which offers a backwards EPG with editorial recommendations for programmes from the past week and gives viewers easy access to on demand services.

The ads form part of a multi-million pound marketing campaign that it hopes will help consumers “reappraise” how good a free TV service can be.

It will also include interactive digital advertising, experiential marketing across retail, press and social media.

Will Abbott, marketing and communications director at Freesat, says: “We set out to create a distinctive campaign that would both grab attention in a crowded market and explain the benefits <free time> offers satellite viewers, in a simple and fun way.

“By showcasing our new guide we wanted to challenge the assumption amongst some pay TV customers that choosing a free TV service means compromising on a brilliant TV experience.”

The campaign was created by VCCP.

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