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Freeview switches tack with new ‘Meet the Freemans’ campaign for FreeviewPlus

Freeview is showing how different members of the family can get different things from its internet enabled FreeviewPlus service in a new ad campaign.

The ‘Keeping up with the Freemans’ campaign comes 14-months after the launch of the product in Australia and was produced and directed by The Jungleboys. It comes as Freeview is trying to drive the growth and penetration of the FreeviewPlus product which runs on hybrid broadcast broadband TV (HbbTV) technology.

“We want to communicate that FreeviewPlus makes it easy for every member of the family to catch up on their favourite shows and search and discover content in general,” said Liz Ross CEO of Freeview. 

The industry body set a penetration target of 10 per cent for its first year, a target which it later conceded it had failed to meet.

The new campaign, which will roll out in stages, will see consumers exposed to a different member of the Freeman family and how they use FreeviewPlus each month until April.

“In the first year the campaign was really focused on explaining the product and features in a fair amount of detail,” said Ross. “We are now in a position to evolve the campaign into a fun and engaging way.

“TV advertising has been the most effective in driving awareness and we measure that in terms of each time we are on air we see the results.”

The campaign represents a major departure from the previous campaign by creative agency It’s the Thought that Counts which saw network stars featuring heavily in the ad.

Freeview pitched its creative in February with the Jungleboys commissioned to produce this campaign with director Al Morrow adding what Freeview describe as a “comic touch”.

“From the initial pitch, there was a lot of trust, which allowed us to simply focus on making nice work,” said Morrow. “The team shared a vision about who the Freemans were and what their little world should feel like, which created a fun, collaborative spirit throughout the whole job.”

“The Jungleboys produced and directed the campaign and we are thrilled with the quality of the campaign,” said Ross. “We really felt that on Freeview there is something for everyone with entertainment for the whole family. That is across a wide varieties of genres.”

Freeview has consistently refused to release penetration and usage numbers for its HbbTV service but it has said that 50 per cent of those FreeviewPlus TV sets sold are connected.

Asked if it was set to release figures on usage and penetration Ross siad: “No, not yet but we are very close.”

“We will be running this campaign from this Sunday right through the year and into 2016 with a focus on driving penetration and usage.”

Nic Christensen 

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