UK on-demand IPTV service YouView is launching a new advertising campaign which will focus on communicating catch up, on demand and record messages to consumers.
The new advert, is set to run across all media including TV, print press, radio, digital and social media from Saturday 7 September, will centre on pairs of feet in front of a TV screen and a YouView set-top box. The campaign will demonstrate how easy it is for viewers to relax and catch up on their favourite TV programmes with YouView, using the line ‘Catch up with your feet up’.
The TV ad will take viewers on a journey back through the week demonstrating the seven day scroll back feature available from YouView. The TV ad will show ‘pairs of feet and a TV screen’ lock-up moving backwards in time through different days during the week. It will show our ‘viewers’ at the supermarket, in the pub and at an aerobics class to highlight that whatever viewers are doing during the week, they don’t have to miss out on their favourite TV with YouView.
The ‘Catch up with your feet up’ iconography is also used as a creative thread throughout the print press and digital executions. A variety of iterations of the ‘pairs of feet and TV screen’ lock-up will run throughout the campaign including two pairs of feet and two pairs of children’s feet wearing socks and pyjamas decorated with on demand player logos. Other variations include two pairs of feet with the ‘record’ and ‘rewind’ symbol on their shoes and a young child in middle wearing an animal onesie. There will also be seasonal iterations as well as those themed to key TV programmes and the launch of new on demand players.
The TV advert will première on Saturday 7 September and after this date will be scheduled around a range of primetime TV shows. The print advertising will run full pages in key national newspapers on Saturday 7 September, as well as across newspaper supplements and TV listings.
The advertising campaign will retain the ‘Extraordinary TV for Everyone’ strap-line used in the very first YouView advertising campaign in September 2012.
This advertising campaign, which has a media spend in excess of £10 million, was created by Albion, who replaced the incumbent agency Adam & Eve in April. Media was planned and bought by OMD.
Steve Conway, Head of Marketing and PR, YouView said the platform felt the campaign clearly demonstrated YouView’s seven-day scroll back feature and just how easy its catch-up service was to use, while still being engaging and entertaining. “We hope that this campaign builds on our position as the fastest growing TV service in the UK.”