Fetch promises to be ‘far more active in the market’ with new $5m campaign
Subscription TV service Fetch has launched a new $5m campaign, positioning the platform as the best place to access everything from streaming services like Netflix, to YouTube and free-to-air TV channels.
Since rolling out a $10m rebranding campaign in 2017, in which ‘TV’ was dropped from the brand’s name, Fetch has been fairly quiet, but the company said that’s all about to change with this campaign.
The campaign was produced with the team in four different locations, talking over Zoom while the talent and crew were in an almost-empty studio, to adhere with COVID-19 social distancing requirements.
According to the company, it’s the right time to increase marketing activity.
“Going forward, Fetch will be far more active in the market,” marketing director Sue Brenchley promised.
The campaign spend is set to exceed $5m this quarter – and grow the brand with a campaign that spans TV, radio, broadcast video on demand, out of home, digital, display, and social.
“Fetch is in a great place. We have relevant and compelling proposition, committed distribution partners, and the advocacy of a highly engaged customer base,” Brenchley said.
“Despite our modest marketing spend, brand awareness is surprisingly strong, but few truly understand what it is that we offer. Now is the time to invest in driving understanding and consideration”.
Using ‘fetch’ as a verb, and tweaking the old brand positioning of “All your entertainment in one place”, will strengthen and simplify the message, Brenchley added.
And while the 2017 rebrand campaign was set to Bruno Mars’ Locked Out of Heaven, this new iteration has a different tone. Camo and Krooked’s track ‘Loving you is easy’ is meant to trigger an audio memory, and the visuals are designed to bring to life the user experience.
“The creative is an evolution of our successful 2017 campaign. Many of the key elements remain, but we have simplified others to increase cut through,” Brenchley said.
“We will continue to promote our vast array of content, but with an increased focus on the user interface and ease of use. Our slogan has undergone a subtle change to ‘All your entertainment, easy’, which lands both of our key messages. We are introducing a new banging track from Camo & Krooked (Loving you is Easy) to re-enforce our personality and positioning, and ‘Fetch’ will continue to double as the perfect action verb to explain what we do.”
There are 10 versions of the TVC alone, with a mix of 15s, 30s, and 60s versions created by Ross Creative Counsel, fronted by Jason Ross, who co-founded Cummins Ross with Sean Cummins. He left in 2014, at which point the agency was rebranded to Cummins & Partners. Fetch appointed Ross Creative Counsel at the time of its rebrand three years ago.
“The campaign was a collaboration between a small and talented team, including Fetch, Jason Ross from Ross Creative Counsel, Chris Tovo the Director, Jason Byrne and his team at +Ape on production, and P2 on brand and UI animations,” Brenchley explained.
A still from the TVC
“A huge amount of pre-production was required to deliver the apparent simplicity of the execution. There was a lot of math involved in ensuring that all the elements – scenes, UI animations, content clips, and end frames – would fit together and tell the story in the allocated durations. The use of a preprogrammed motion control camera gave the desired fluidity of movement, and allowed the speed and duration of each camera movement to be controlled to the millisecond.”
The new 60s TVCs highlight Seven, Nine and Ten respectively when navigating to the platform’s free-to-air functionality. And three versions of the 30s ads focus on the breadth of channels available, access to apps including YouTube, and TV series and movies available through the Fetch Movie Store.
Last week, Fetch unveiled new features and an updated interface ahead of the campaign’s launch, which included the addition of channel favourites and an ‘Integrated Universal Search’ allowing users to search the entire Fetch platform for content.
“We are constantly looking for ways to improve the user experience by adding new features, evolving the user interface, and enhancing our content offering,” CEO Scott Lorson said of the updates.
“This latest release achieves all three, and there are more exciting changes to come.”
Credits:
Creative: Ross Creative Counsel and Fetch TV
Animation: P2
Director: Christopher Tovo
Production: Positive Ape
Executive Producer: Jason Byrne
Producer: Victoria Schaw
Production Designer: James Clarke
Offline Editor: Tim Parrington
Online Editor: Jamie Scott
Sound: Production Alley – Rodney Lowe
Music Track: Camo & Krooked – Loving you is easy.
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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Why do all Australian tv services feel the need to put a family and couch in every ad? It’s like they still feel the need to establish the concept of tv for us – you don’t see Netflix doing this. Give or take some content you could put a Foxtel, Stan, channel 7/9/10 logo on the end of this no problem.
I think agencies feel threatened by internal tv departments and always suggest a shoot, (with a couch) when a decent strategy and an edited content promo would work just as well.
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This isn’t a commercial, it’s an instruction video.
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Another uninspiring and boring ad by fetch. They are still trying to explain what their service is with an outdated
UI. It might be worth them looking into a new creative agency or doing some customer research. If they had done this with this campaign they wouldve realised a 60sec ad showing a UI with a family infront of a TV on a couch no longer works in a very competitve market with players such as Netflix and Foxtel.
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