Freesat launches 'tongue-in-cheek' campaign

Freesat is set to launch a humorous ad campaign to promote its new smart TV guide as it looks to ensure customers stay with its service, rather than switching to new offerings such as YouView.

TV ads will feature two “tongue in cheek” brand characters who will illustrate its new “<free time>” service, which offers a backwards EPG with editorial recommendations for programmes from the past week and gives viewers easy access to on demand services.

The ads form part of a multi-million pound marketing campaign that it hopes will help consumers “reappraise” how good a free TV service can be.

It will also include interactive digital advertising, experiential marketing across retail, press and social media.

Will Abbott, marketing and communications director at Freesat, says: “We set out to create a distinctive campaign that would both grab attention in a crowded market and explain the benefits <free time> offers satellite viewers, in a simple and fun way.

“By showcasing our new guide we wanted to challenge the assumption amongst some pay TV customers that choosing a free TV service means compromising on a brilliant TV experience.”

The campaign was created by VCCP.

Readers' comments (4)

  • please tell me who the blonde lady is. we thought it was Julie Newmar, but she is only in her 80's. we are going mad trying to guess who she is. she is great.

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  • yes please let me know as well who this lady is in the advert, myself and gran have been racking our brains out trying to work out who she is

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  • Hi Irene and Neil,

    The actress is Sara Mason.

    Lara

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  • I can only assume that this ageist theme was dreamt up by the same school of utter wazzas as the idiots who came up with the Wonga.com ads. Taking the P is not funny and does not gain new clients. You should look at your statistics and note that the percentage of the population which is elderly is constantly increasing.. Two out of three babies born today can expect to live to be 100 years old. Frightening, eh? Get smart, learn to cultivate our business not offend us. You may, incidentally, find more opportunities to take the P if you look in your mirror. Are you a Marketing Week reader? Or Marketing Weak?

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