Blinkbox campaign targets LoveFilm Instant and Netflix

Blinkbox, the film-streaming service owned by Tesco, is turning up the heat on LoveFilm Instant and Netflix with a campaign that highlights selected films on its platform can be viewed over a year before they become available on other rival sites, without a subscription.

The multimedia campaign is based around the idea that the "outdoors" is dangerous and people should stay in watching movies instead but makes the point that Blinkbox has new films over a year before its rivals.

The TV spot shows a man taking a walk in the countryside before being attacked by rabbits, squirrels and birds. He then takes refuge on the sofa with his wife in his boarded up house and watches a film through Blinkbox.

The campaign was planned and bought by Arena Media and will include video-on-demand, press, outdoor and online activity. Promotion will include owned media, including email, social, onsite and Tesco platforms.

Kate Simon, the group marketing director at Blinkbox, said: "We’re a challenger brand so with our positioning we need to be brave. Our advertising is more about emotion and engagement, being the brand people want to spend Saturday evening with.

"Our rivals focus on price and movie clips. We’re trying to approach it in a different way. We’re not trying to be derogatory or slag off the competition but leverage our position that we have great titles first."

At Karmarma the creative team on the campaign was Richard Connell and Clement Woodward, and its creative director was the agency's chief creative officer, Dave Buonaguidi. The General Assembly at Skin Flicks directed the TV spot.

Live animals were used for the ad, which was shot over 18 hours, with additional post-production by Finish.

The films available on the service but not on LoveFilm Instant and Netflix in May include ‘Life of Pi’, ‘Gangster Squad’, ‘Django Unchained’, ‘Flight’ and ‘Les Miserables’.

Simon said during the period of the brand’s last above-the-line campaign, between November 2012 and January 2013 Blinkbox experiences a 500% increase in sales revenue.

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