Blinkbox readies campaign to promote its cinema links

Blinkbox, Tesco's answer to LoveFilm and Netflix, is preparing to release a brand campaign that it hopes will establish it as the home of the latest blockbusters.

The integrated campaign, created by Antidote and called "fresh from cinema", will launch on Monday. The ad push comes amid speculation that Tesco may look to sell the company.

In addition to 30" TV spots Blinkbox’s marketing plans include video on demand, digital display, outdoor (including the side of London buses) and social media.

The campaign will use a spoof cinema classification, "F", which stands for "fresh from the cinema", to promote its new films.

At Antidote the creative team was Teddy Keen (who directed the spot), Meigan Brown and Tobias Owen. The agency produced it inhouse.

Media planning and buying was overseen by Arena Media.