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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Oooh, thanks for the compare and contrast – Banjo? Aren’t they under Euro or something? I can’t remember..
I just saw the ad for the first time before, and thought it was the end of a news montage! I was quite drawn to it, but now that you show the Foxtel ad.. I guess, not as original as I thought it to be.
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I thought it was cool – made me remember lots of those times (or am I just too old now!!). See your point about the foxtel ad, but that is more about the actual tv sets rather than stuff we were watching, and I guess Channel 9 has more claim to Gyngell than foxtel. Overall I think Banjo did good for their first major gig – do they have any other major accounts?
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The Foxtel spot had a real charm and humanity about it, and did a lovely job of illustrating that theirs was the last word in technological innovation for TV.
The freeview spot leaves me a bit cold. It relies on borrowed interest news events. And the schmaltzy soundtrack manages to drain all of the emotional content from them. John Aloisi’s penalty always sends shivers down my spine – with the sound. And Hawkey’s quip about employers who sack people being bums. Needs the sound. A Pat Boone number best remembered for a cross-eyed lion just doesn’t have the same effect, I reckon.
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DK… I think you’ll find it was Matt Monro, not Pat Boone. Born Free was scored by John Barry, the same guy who gave us the score for Goldfinger and Out of Africa. Read all about him in the Feb issue of Vanity Fair – or online: http://www.vanityfair.com/cult.....arry200902
And that cross eyed lion was in the 1965 film, Clarence the Coss-Eyed Lion and later in the tv series Daktari – not Elsa in Born Free.
Anyway, I agree with your comments.
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Wow Freeview looks like a must have for everyone over 80.
I’m imagining JB HiFi is going to be packed with zimmer frames this morning.
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Hmm, leaves me cold I’m afraid. It gives me the impression that freeview’s full of repeats.
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With apologies. To the tune of Born Free.
Would love someone to sing this and dub it over the ad.
FREEVIEW
Freeview, well it just blows
Now watch the same shows
Or ones we didn’t want at the start!
Freeview. the future surrounds you
The downloads compond you
To an irrelevant life in the past
Freeview, your EPG divides you.
But PVRs are a roaring tide
And ICE TV had the victory!
Freeview, my life is worth living
Timeshift and torrent – no misgiving
’cause I’m free of programmer arrogancy!
Freeview the future surrounds you
But PVRs are a roaring tide
And ICE TV had the victory!
Freeview, my life is worth living
And here’s my misgiving
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Freeview = same shit in a crystal clear bucket if you get the reception; legoland if not.
Foxtel = same shit in a hardly clearer, certainly much, much bigger, less available and heartily paid-for, bucket; Austar if not.
Bring on the tailored viewing experience to stimulate this bucket of utter swill. Or a vertical model. Anything.
No wonder Australians have consistently trended to watch less TV per week over the past 4 years.*
* According to the graph on Ben Shepherd’s shocking site, which I’m not linking to and apparently shows a healthy TV market.
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