The campaign, which will feature the brand’s first ever TV ads, will use humour to increase awareness of Blinkbox’s “latest releases without subscription” service.
It features a boxer inspired by various shows and movies such as The Amazing Spiderman, True Blood, Kung Fu Panda 2 and Magic Mike.
The TV ad will be supported by radio, outdoor, digital, out of home and print. All activity will use the strapline “Blinkbox to the rescue”, which the company says was created to position the service as a solution to “entertainment woes” – particularly when using subscription services such as LoveFilm and Netflix.
Kate Simon, Blinkbox’s director of sales and marketing, says: “We want to bring clarity to a confusing and cluttered marketplace by showing that Blinkbox offers exactly what consumers want – the latest films and TV without subscription. We’ve used humour to build awareness of Blinkbox and position ourselves as a customer-centric brand coming to the rescue of disgruntled movie and TV lovers who have been left on the ropes by subscription services.”
The campaign was created by Karmarama, while Arena Media handled the media planning and buying.
Tesco bought an 80 per cent stake in Blinkbox in April last year as the supermarket looks to “own the entire film experience”, which includes the food and drink accompaniments, the setting and the social aspect in which people watch movies.
Tesco also recently bought into music streaming service We7 and ebook company Mobcast as it looks to grow its share of the digital entertainment market.