Freeview launches its ‘More Moments’ campaign


Freeview has launched its “More Moments” national marketing campaign with a 60-second TV roadblock across all of Australia’s free-to-air networks. The roadblock covered ABC, Nine, Prime, SBS, Seven, Southern Cross, Ten, WIN and their affiliate regional networks.  

Created by Sydney agency Banjo, the spot shows significant Australian TV moments while the song Born Free plays.

However, the only digital channels so far launched that offer viewers an alternative to existing programming are Ten’s digital sports channel One, and ABC2.

Creative credits:

  • Agency: Banjo
  • Creative team: Georgia Arnott and Jon Burden
  • Editor: Stuart Reeves
  • Post production: Guillotine

The idea behind the ad, and the introduction bear some similarities to an advertisement created by Three Drunk Monkeys on behalf of Foxtel, which last year also used the “Good evening and welcome to television” clip featuring Bruce Gyngell:

Update: The Australian Financial Review quotes Freeview boss Robyn Parkes as saying that the target for the campaign is to raise digital penetration into households by 20% by the end of the year. Conceding there are no figures available yet, she said: “If penetration is 30% our aim is to increase it to 50%. If it’s 40% we want to get it to 60%.”

Meanwhile, The Australian says that the focus of the new campaign on five new channels is a “backtrack” in reaction to criticism that the previous promotion of 15 channels, which were mostly identical,  was misleading.


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