Foxtel launches Presto ads while Quickflix says new offer is good for the sector

Foxtel has launched its Presto streaming service with a new ad campaign showing it as a safe way to entertain adults and kids, while rivals Quickflix has welcomed the competition as an acknowledgement of the demand for the services.

The new service was officially launched last night, with anyone able to sign up to get movies airing on Foxtel’s channels on demand for $19.99 per month, with extra charges to be applied for premium movies.

Quickflix founder and CEO Stephen Langsford said: “Foxtel’s entry will assist in building consumer awareness of the streaming category and that in turn will assist demand for all services in the category, including Quickflix.”

He added the higher price-point for Presto, with Quickflix priced at $14.99 per month, and the wider range of devices his service is able to be streamed on, with Presto limited to tablets, PCs and Macs, would see a boost in their customer numbers which currently stand at 130,000.

The campaign for Presto, created by the BWM Group, features a dancing dad who is better off watching a movie then embarrassing his daughter and a mother concerned her kids will get up to similar mischief she did when she was young if they are not entertained with a movie.

BWM chief creative officer Rob Belgiovane said: “The insight for the Presto campaign came from our realisation that the very thing we worry about – how much time our kids spend in front of devices – may well be a godsend, considering what we used to get up to as kids before these devices existed.

“We’re excited to be part of launching the new Presto brand during a time of change within the home entertainment industry. We love Presto’s playful and passionate personality that sets it apart from other services and so the campaign is unapologetically irreverent and, in the spirit of the BWM brand philosophy, is designed to get Australian’s talking.”

It was directed by US comedy duo/directing team The Real McCoys in their first Australian project done through Filmgraphics Entertainment in Australia.

Director of Presto and Foxtel On-Demand Jacqui Feeney said: “BWM got Presto’s rich personality around movies right from the start and understood that it is for the average Australian who is curious about the next generation of entertainment. Presto is a simple, easy to use streaming movies service that nicely complements other family entertainment options.

“It’s targeted at people who aren’t considering the full Foxtel experience. With Presto they have access to the Foxtel Movies Channel’s vault of content as both streaming on-demand and linear channels. BWM have pulled together a magnificent team that have been smart and great fun to work with. The campaign they assembled for us really shows off a bit of our cheeky personality,” she said.

The Presto account was originally awarded to The Works but moved to BWM earlier this year.



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