UK DTT platform Freeview has unveiled a new advertising campaign encouraging viewers to consider choosing a Freeview HD television next time they are looking to buy a new TV.
Created by ad agency Leo Burnett, the 20 second advert – which airs from 11th November – signals a return of Freeview’s helium balloons, this time carrying a series of HDTVs above the British countryside. The ad showcases some of the UK’s most-watched programmes available on Freeview’s four existing HD channels; BBC One HD, BBC Two HD, ITV HD and Channel 4 HD, and hints at more HD channels to come.
The campaign is part of a dual marketing strategy. Freeview’s recent ‘Tadpoles’ campaign aimed to build brand awareness and engagement. The new HD campaign capitalises on this brand building – giving people a reason to reconsider pay TV and showing the benefits of buying a Freeview HDTV.
Freeview HD is already enjoyed in 3.4 million UK homes, a number which Freeview believes will significantly increase with the promise of more HD channels and the availability of pre-Christmas promotional offers on televisions. Current sales of HDTVs, which have increased 21 per cent year-on-year, suggest that consumers are already taking advantage of a high number of deals available from leading manufacturers.
Owen Jenkinson, Head of Marketing at Freeview, said the platform had brought back the widely-recognised balloons to remind those people in the market for a new television that the best option, by far, is a Freeview HD TV. “With four of the nation’s most popular HD channels already available subscription-free, and more HD channels on the way, a Freeview HD TV is clearly an attractive prospect – not least as it will ensure the best viewing experience of some the most hotly-anticipated programmes this Christmas.”
The campaign will run until New Year’s Eve across ITV and Channel 4’s suite of channels, as well as Talksport radio.
Freeview will launch an updated online coverage checker in mid-November that will include information on the proposed new HD channels.