‘The great unsubscribe’: ABC iview pits streaming services against each other in new spots via Howatson+Co
ABC iview has launched a new creative campaign cheekily fuelling the streaming subscription war, asking consumers which streamer they will unsubscribe from, via Howatson+Company.
The new brand platform, ‘Always Free. Always Entertaining’, positions ABC iview as one streamer Aussies never need to cancel, as a completely free service compared to its competitors.
Other assets:
ABC iview – crime film
ABC iview – nature film
The campaign marks Howatson+Company’s first work for the streaming service on a strategic project basis.
Launched with a series of films directed by FINCH’s Sam Hibbard, the timely spots feature characters from different TV genres complaining that their subscriptions are about to be cancelled, as cost of living stresses are at an all-time high.
“With Australians cancelling more than 1.3m streaming accounts in the past three months, it’s safe to say ‘The Great Unsubscribe’ is well and truly here,” said ABC’s head of marketing, Karen Madde.
“This is the perfect time to show that ABC ivew is, and has always been, a streaming service for the people of Australia. And that we’ll always offer world-class content that’s free from cost and free from ads.”
The spots are supported by a series of OOH ads placed nationally, naming competing subscription services to further the debate.
One of the OOH placements pits Netflix against Amazon Prime
“ABC has a long history of broadcasting irreverent, thought-provoking ideas and content,” said Gavin Chimes, ECD at Howatson+Company.
“This campaign is the next step in that legacy, positioning ABC iview as the streaming hero Aussies didn’t know they had.
“Huge thanks to Sam [Hibbard] for his impeccable touch with the films. And to Leisa [Bacon], Karen [Madden] and the whole team at the ABC. This was a true partnership from day one,” Chimes concluded.
Alongside the TVC and OOH placements, the campaign is also live across cinema, radio, pre-roll, social and print channels.
Credits:
Client – Australian Broadcasting Corporation
Director of audiences – Leisa Bacon
Head of marketing – Karen Madden
Group marketing manager screen – Sarah McDonald,
Marketing manager screen – Siobhan McGeown,
ABC iview marketing lead – Sophie Beaton,
Production company – Finch
Director – Sam Hibbard
Executive producer/MD – Corey Esse
Executive producer – Loren Bradley
Producer – Cath Anderson
Casting – Peta Einberg Casting
DP – Ross Giardina
Art director – Sam Lukins
Editor – Elise Butt
Colourist – Alina Bermingham
Post production – Arc Edit
Original composition and sound design – Mosaic Music + Sound
Composer – Adam Moses
EP – Bill Doig
Agency – Howatson+Company
Chief executive officer – Chris Howatson
Chief strategy officer – Dom Hickey
Executive creative director – Gavin Chimes
Creative director – Harriet Ronn
Creative director – Scott Zuliani
Creative director – Simon Friedlander
Head of production – Holly Alexander
Senior producer – Natalie Greaves
Managing partner – Rebecca Robertson
Group business director – Belle Simmonds
Associate design director – Jo Cao
Finished artist – Patrick Rivera
Studio lead – Simon Merrifield
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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ABC iview is not free. We pay tax to fund it, which we can’t cancel payment of, unlike subscription services.
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You’ve missed the point. It isn’t about encouraging people to give up other services, the public is already doing that at scale. It’s reminding people that when they do cancel subscriptions in our current cost of living crisis that the ABC has a large portfolio of content ready to watch for free.
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Brilliant!!
ABC iView has so much content as well, a proper hidden gem.
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So boring, how much did our ABC pay for this?
Seriously would this boring ad encourage me to give up Prime or Netflix?
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You’ve missed the point F. It’s not “Free”. Every Tax paying Australian pays for this!
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