April 24, 2009 – source
Freeview is set to launch a national marketing campaign this Sunday night, spearheaded by a rare 60-second TV roadblock on all Australian free-to-air networks.
The roadblock will reach millions of Australian viewers across ABC, Nine, Prime, SBS, Seven, Southern Cross, Ten, WIN and their affiliate regional networks.
The emotive ‘More Moments’ spot showcases some of the most memorable and significant free-to-air TV moments that Australians have ever witnessed and highlights why free TV viewing is such an integral part of Australians’ lives.
It will run until mid week, when the campaign continues with two 30-second spots to be aired over five weeks.
The first highlights the benefits of free-to-air digital TV and the second focuses on how consumers can make the switch to digital TV.
The TV campaign, created by Sydney agency Banjo, coincides with the arrival next week of Freeview- endorsed digital TV equipment in retailers nationally. It is supported by extensive point of sale materials; a new, consumer-focused website created by McCann Erickson; and a public relations campaign.
“More great TV, for free, is already here and one of the key objectives is to encourage consumers to make the switch to digital TV sooner rather than later so they can enjoy superior quality viewing on more channels than analogue allows,” said Freeview CEO Robin Parkes.
“Our focus is also to help TV viewers understand the benefits of Freeview and how they can make the switch to digital TV.”
An extra five free digital channels are already available (ABC2, SBS2, Seven HD, Nine HD and ONE) and new free-to-air channels will progressively roll out over the next year.
Commenting on the approach of the campaign, Banjo managing partner Andrew Vasardi said: “People have an emotional connection to television, not just because it lives in the inner most sanctum of their homes but because through television we have all witnessed many historical, iconic and famous moments. The campaign that we have developed leverages these and the role that Freeview will continue to play in delivering more moments to more Australians in the future.”
Launched in 2008, Freeview is the brand name for the collection of Australia’s free-to-view digital television networks. Freeview is not a channel or service, but a suite of channels and represents Australians’ right to watch quality television, for free. Freeview educates and encourages Australians to switch to free-to-view digital television by promoting its benefits that include more channels, more moments, better picture and superior sound, for free. Freeview is not-for-profit and owned by ABC, SBS, Nine, Seven, Ten, Prime, Southern Cross and WIN.