The Hallway develops brand identity for Flash, extends Streamotion relationship

Independent agency The Hallway has continued its partnership with Foxtel’s Streamotion, developing both the name and brand identity for the recently launched news streaming service, Flash.

The agency was appointed by Binge, the entertainment SVOD service in 2020 to manage its creative duties.

Flash launched last week, with the service aimed at changing the way that subscribers consume news. The platform offers consumers access to more than 20 global and local providers, including Al Jazeera, BBC World News, Bloomberg TV, CNN International, Fox News Channel and Sky News Australia.

Flash is the third streaming brand to be developed by Streamotion, sitting in the Foxtel portfolio, following Binge, and sports streaming service, Kayo. Foxtel said that after its launch in May 2020, Binge now has over 730,000 paying subscribers.

CEO of Streamotion, Julian Ogrin said: “The Hallway have demonstrated their expertise in creating and growing consumer facing technology brands. We worked closely together on the launch of Binge and are delighted to have teamed up with them again for Flash, the third streamlining service we have launched.”

Simon Lee, partner and ECD at The Hallway said: “We were delighted that Julian and his team placed their trust in us to create the name and identity for this exciting new service and are confident that together we’ve created another truly affective brand that will join Binge in making a strong contribution to Foxtel Group’s bottom line.

Julian Ogrin and executive director of Flash, Kate de Brito spoke to Mumbrella last week following the launch, and said that the platform is the coming together of the successes of streaming, and the growing market for credible news sources that social media doesn’t offer.

“While people are happy to search and be given news on social media platforms, there is still an appetite for people to get news from some of the most credible news sources,” said de Brito. “I think what we’re providing is the same sort of convenient way you may have had previously, if you think social media is offering you convenience.”

“We were changing behavior in the way people watch sport (on Kayo), and I think what we’re doing with Flash, along with the familiarity of it being on a stream, is changing the behaviour of how you watch news,” said Ogrin. “To be able to personalise it, and get the convenience dialed up by having all of that available to you, whether you want to watch it live, or on catch up.”


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