Freeview unveils £60m ad campaign to steal TV share

Freeview will roll out a £60m, three-year marketing push this week in a last-ditch attempt to take share from pay-TV brands as the UK digital switchover nears completion.

The digital TV service, which is jointly owned by the BBC, BSkyB, Channel 4, ITV and Arqiva, has unveiled its ‘biggest and most-ambitious’ marketing campaign to date.

It will invest £18m over the next 12 months to support its fresh positioning based on the ‘generosity’ of its offering.

The campaign, created by Leo Burnett, is aimed at younger consumers who are considering switching to pay TV, and introduces the strap-line ‘How good is that?’

A 60-second TV ad, which breaks on Friday, shows a Freeview user collecting helium balloons that carry the logos of the various channels available. It will be supported in print and online through a partnership with IPC Media.

Freeview, which claims it is used in 18m UK homes, has also launched an iPhone app that allows users to make themselves sound as if they have a helium-induced, high-pitched voice. Next year, it plans to roll out an online game.

The positioning marks a shift from previous campaigns, which focused on the Freeview HD and Freeview+ products.

Guy North, the brand’s marketing and communications director, said the push is intended to build share in a ‘very competitive marketplace’.

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