Freely Set Yourself Freely: A New Era of Free TV
Freely, the innovative new TV service from the BBC, ITV, Channel 4, and Channel 5, has launched its first integrated campaign, “Set Yourself Freely.” Created by TMW, this campaign introduces a revolutionary way for UK audiences to stream live TV channels alongside on-demand content without the need for a dish or aerial, making free TV future-proof for the streaming age.
A Fresh Approach to Free TV
“Set Yourself Freely” aims to enlighten consumers about the unique benefits of Freely. The service allows viewers to watch live television using only Wi-Fi, offering unprecedented flexibility and convenience. TMW, appointed directly from chemistry, has developed the strategic proposition and brand platform, with the campaign featuring three TV commercials, out-of-home advertising, and a range of social media ads.
Captivating Campaign Highlights
The campaign’s creative focus highlights Freely’s unique benefit: the ability to watch live TV in any Wi-Fi-enabled location. The hero 30-second spot showcases various scenarios of people enjoying significant TV moments in unexpected places. For instance:
- A couple watches Doctor Who (BBC) in the back of a black cab.
- A man gets overly excited about The Great British Bake Off (Channel 4) in a restaurant.
- A woman becomes engrossed in Michael Palin in Nigeria (Channel 5) while in a supermarket aisle.
These scenes serve as humorous reminders that while you can watch Freely TV anywhere with Wi-Fi, it’s often best enjoyed in a more traditional setting. The ad concludes with a family sitting together on the sofa, watching The 1% Club (ITV), highlighting the ideal way to experience Freely TV.
Expansive Media Strategy
Hearts & Science has crafted a comprehensive media strategy to build awareness and drive growth throughout 2024. This includes traditional and digital media, encompassing linear TV and BVOD, PPC, and paid social across Meta and TikTok. Notable activities include TV spots on Channel 4 and ITV, dynamic ad placements on All4, and takeovers on ITVX and All4.
Engaging Promotions
To elevate the campaign, Freely is taking a branded taxi on tour to London, Birmingham, and Manchester. People are encouraged to locate the taxi for a chance to win a new Freely Hisense TV. They can either hail the cab to watch the new TV advert with free snacks and drinks or scan the QR code on the side if the taxi is occupied.
Additionally, the first 1,000 people who purchase and register a new Freely Hisense TV at a dedicated link are entered into a prize draw to receive a full refund for their TV.
Conclusion
Freely’s “Set Yourself Freely” campaign marks a significant step in the evolution of free TV. By leveraging the power of Wi-Fi and innovative advertising, Freely is set to redefine how UK audiences access and enjoy television. This professional campaign, created by TMW and launched in May 2024, represents a bold move in the TV and streaming promos industry, promising a seamless and enjoyable viewing experience for all.
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