Foxtel’s Binge is ‘for the bingers’ in first national TVC
Foxtel’s new entertainment streaming platform Binge has launched its first big marketing push with a national TVC promising it’s ‘for the bingers’.
Speaking to Mumbrella, chief marketing officer Louise Crompton said it was important to position the Binge brand as something ‘new and indulgent’ in a saturated market.
“The thing that really makes Binge different is its brand and I’ve been very proud to be a part of that creation process. What we really wanted to do was build something that was very distinct and new and was fresh. It’s a magnetic brand, a bold brand and a brand that has been built around a universal purpose in that it’s about championing the freedom to indulge,” Crompton told Mumbrella.
“For me when I get home at the end of the day and pour a glass of wine and sit down with Binge it’s all about indulgence and it’s about me time and it’s escapism. That’s what Binge the brand is all about.”
The TVC, delivered in partnership with The Hallway, also debuts the tagline ‘unturnoffable’ in a campaign to be delivered across TV, print, OOH, digital, radio and social.
“We have created a new word and it is really a reason to believe in how good the product is. It talks to that feeling we’ve tried to build through the brand that you get when you’re so engrossed in a show that you just have to watch one more,” said Crompton about the tagline.
Chief commercial officer Ant Hearne told Mumbrella that team is aware the brand isn’t the first in market, but that they plan to make a big entrance.
“It’s a crowded marketplace, we’re late to the party, but we are going to walk in that door with impact,” Hearne said.
“We talk about Binge being for everyone, every binger, every mood. From the TV tragics, the “laptop peakers” and the “get an ep in on the way to work sneakers”, the brand is intrinsically linked to the experience of bingeing.”
Simon Lee, The Hallway’s executive creative director and partner, said the campaign strategy was only finalised in late March when COVID-19 meant plans for launch needed to be revisited.
“We were about to go into production on a large scale TVC when the country went into lockdown, which meant we needed to change our whole direction pretty much overnight,” said Lee.
“The team jumped straight into re-conceptualising and planning a brand launch in this new world we found ourselves living in. The resulting campaign is a testament to the agility of our teams and a great collaborative relationship.
“We live in a world that celebrates go-getting, constant achievement and self-improvement. Binge is a brand that sticks two fingers up at this, instead celebrating the unapologetic indulgence of lounging in tracky dacks, ugg boots and a hoodie, watching back to back seasons of your favourite show. We’re not just saying it’s okay to binge, we’re giving it a noble status,” he added.
Credits:
Creative agency: The Hallway
Production Company: Goodoil
Director: Nathan Price
Editor: The Editors
Sound and Music Composition: Uncanny Valley
Media Strategy: The Hallway
Media Buying: Havas
PR agency: Thinkerbell
Sounds great but with no subtitles, I and my hearing-impaired daughter are giving it a pass
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