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Freeview Kicks off New Marketing Campaign

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For Summer of Sport from Leo Burnett

Freeview Kicks off New Marketing Campaign


New TV advert debuts on ITV, Channel 4 and UKTV today
Freeview, the UK’s biggest digital television provider, will today launch a new TV advert and marketing campaign to celebrate how families, friends and colleagues will come together this summer to watch the very best sporting events on Freeview HD.
The campaign continues with the theme of helium balloons, this time to symbolise all of the wonderful sporting events that Freeview will offer over the coming months - from the Euros, to Wimbledon, to the greatest sporting event in the world, the Olympics and Paralympics.
Freeview’s Head of Marketing Owen Jenkinson said: “Freeview has always had a genuine desire to provide great TV for free. This summer we will be offering people the best seat in the house to watch the thrilling sporting action in glorious HD without the worry of how much it’s going to cost them each month.”
The 40 second film, created by Leo Burnett, takes the viewer on a journey round a seemingly deserted British town. Excited commentary of live sport coverage comes from inside the array of different houses and it becomes apparent that everyone is gathered together watching the action on their TVs - chores have been forgotten, parties have been interrupted and life is put on hold as the nation gets caught up in the excitement of a summer of great sporting action. In the final scene the commentaries reach a climax and the cheers from people watching the action on their TVs grow louder as torrents of colourful sport-themed balloons burst out of the windows and doors.
The TV campaign which launches on ITV1 tonight will run until August 27 on ITV and Channel 4’s suite of channels as well as the UKTV network. This will be supported by radio spots on the Global Network and Talksport, as well as VOD pre rolls on 4OD and ITV Player.
Meanwhile, point of sale literature will be placed in 2,000 retail stores across the country and experiential activity will take place in nine town centre locations across the UK during key sporting weekends.
Freeview has also developed a series of countdown clocks for the big sporting events using an innovative visual technique called cinemagraph. Viewers will be able to access the digital calendar to plan their TV viewing by visiting Freeview’s website and Facebook page.
Owen said: “This summer isn’t about sport for sports nuts. It’s about the epic moments where we all gather round the telly. And of course, it’s all free on Freeview HD.”
Freeview is the UK’s most watched digital television service, currently serving over 20 million homes (including almost 11 million main set homes).
Project name: Summer of Sport
Client: Guy North, Marketing Communications Director, Freeview
Exposure: TV
Creative Agency: Leo Burnett
Copywriters: Rob Tenconi / Mark Franklin
Art Directors: Rob Tenconi / Mark Franklin
Creative Directors: Richard Robinson / Graham Lakeland
Executive Creative Director: Justin Tindall
Agency TV Producer: Rebecca Hunter
Creative Agency Planners: Charlie Kirkbride / Josh Bullmore / Giles Hedger
Media Agency: MEC
Media Agency Planner: Simon Dockerty
Production Company: BlinkInk
Director: Noah Harris
Editor: Leo King at Stitch
Post-production: Glassworks
Audio Post-production: James Saunders at Jungle
view more - Creative
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Categories: Utilities, Fri, 01 Jun 2012 16:17:14 GMT