BINGE launches second part of light-hearted brand platform via Thinkerbell
BINGE has unveiled the second instalment of its I Saw it on BINGE series, reiterating the social consequences of falling behind on the latest shows and how it can lead to uncomfortable situations.
Launched by Thinkerbell, the first part of the campaign features the main character, Mark, enduring a toe-curling awkward silence on a date after claiming he has seen a show he obviously hasn’t.
In part two, Mark finds himself engaging in small talk at a wake, again bluffing about seeing a show being discussed among mourners.
The white lie leaves Mark uncomfortably nibbling on his sandwich while various guests, including the vicar, eyeball him.
The light-hearted campaign launched across Facebook, TikTok, YouTube and Snapchat and features the tagline: BINGE, you’ve either got it or you don’t.
BINGE marketing director Fiona King said, “We’ve had an overwhelming response to our character Mike, and we thought there was no better way to continue the brand journey than placing him in another awkward scene.
“It’s these moments where we rely on talking about the latest entertainment, helping highlight BINGE as the best destination to watch and stay up to date on the world’s most talked about shows.”
The successful campaign delivered a 9% point improvement on unprompted brand attribution compared to other campaigns in the year. BINGE also achieved its highest monthly Meta brand lift results yet, exceeding industry benchmarks.
Thinkerbell executive creative Tom Wenborn said it is fun to invest in platforms and characters that allow you to tap into them time and time again.
“Mike’s stubbornness to sign up to BINGE and watch the world’s best shows means we’ll likely see a bit more of his awkwardness in the future,” he added.
CREDITS
Client – BINGE
Creative – Thinkerbell
Production – Photoplay & The Editors
Sound Design – Rumble
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