Freeview unveils £18m campaign

By Sara Kimberley, campaignlive.co.uk, Friday, 18 November 2011 10:03AM

Freeview has unveiled a £18m ad campaign that informs viewers about the channels and programmes available with the free-TV service.

The ad, which is the first to be created by Leo Burnett since winning the account in July, will launch today during 'I’m a Celebrity…Get me out of Here!' on ITV and 'Come Dine with Me' on Channel 4. It will also air during tomorrow night's 'X Factor' on ITV.

MEC handled the media planning and buying.

The 60-second spot follows a viewer's journey around town as he collects different helium balloons all marked with channels and programmes available on Freeview.

The more he collects, the bigger the bunch grows until in the final scene he is lifted into the air with a voiceover highlighting what Freeview offers for free. The strapline reads, "How good is that?"

The ad was written by Rob Tenconi and Mark Franklin at Leo Burnett and directed by Simon Willows through BlinkInk. The creative directors were Richard Robinson and Graham Lakeland. The executive creative director on the ad was Justin Tindall.

Digital activity includes pre-rolls on ITV Player and Channel 4's 4oD catch up service and banner advertising.

Viewers who have iPhones will be able to engage with Freeview via a TV-themed app that will allow users to create their own helium squeaky voice. An online game will also be launched next year.

Freeview is shifting from tactical product promotion to focus on building the brand.

Guy North, marketing communications director at Freeview, said: "This is the biggest and most ambitious marketing push Freeview has ever undertaken.

The campaign will specifically target those people who may be considering an alternative to pay television to take a look at what's available on Freeview and how to make the most of it with Freeview+ and Freeview HD."

Follow Sara Kimberley on Twitter @SaraKimberley

This article was first published on campaignlive.co.uk

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