ABC2 gives free rein for branded entertainment

The ABC has launched a series of music videos about its lesser-known digital station ABC2 to raise awareness and build awareness of its brand.

Creative talents the Bondi Hipsters, The Bedroom Philosopher and Axis of Awesome have each created two branded entertainment videos about the channel with three of the videos launched this week and the rest to follow next week.

Stuart Menzies, ABC2 controller, said he gave the artists a simple brief: produce two 60 second musical numbers that refer to the digital television channel, however they like.

With no holds barred the Bondi Hipsters threw in the line ‘ABC2 can suck my dick’ and approach the difficulties viewers have finding the station on the remote with the line, “Why the f*ck is ABC2 so hard to find?”

The Bedroom Philosopher sings: “ABC2, just left everybody kind of confused, so is that just like repeats of ABC shows or does it have its own thing?”

“We have all the problems of being a small voice in a crowded marketplace and there’s no point hiding that that,” Menzies said.

“I think doing it in the voices of the people we including and letting them loose is actually just fun. If you try to interfere in that process, edit or manipulate it you would actually destroy it.”

‘Difficult Second Channel’

Axis of Awesome ‘Censored’

The Bondi Hipsters ‘Run by Hipsters’

His said his ambition for the station is to surprise, enthuse and inspire, and to reach out to new, young audiences by appealing to their intelligence.

We don’t have above the line cash for much in the way of potential to talk to people who don’t talk to us we can’t by buses and those sort of things, so we align ourselves with content and we hope to get the people to talk to each other about it so we grown our brand through content,” he said.

“It’s little campaigns happening all the time. We’re doing 100 little strategies rather than one big strategy.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.