September 2, 2013 11.32 Europe/London By Julian Clover
A new advertising campaign from the broadband-based TV service YouView launches on Saturday with a focus on communicating catch up, on demand and record messages to consumers.
The new advertisement, which runs across TV, print press, radio, digital and social media will see pairs of feet in front of a TV and a set-top box with the suggestion that it is easy for viewers to relax and catch up on their favourite TV programmes with YouView, using the line ‘Catch up with your feet up’.
Steve Conway, head of marketing & PR, YouView said, “We are really pleased with our new ‘Catch up with your feet up’ advertising campaign and Albion has done a great job of bringing the creative to life. We feel the campaign clearly demonstrates YouView’s seven day scroll back feature and just how easy our catch up service is to use, while still being engaging and entertaining. We hope that this campaign builds on our position as the fastest growing TV service in the UK.”
The ‘Catch up with your feet up’ iconography is also used as a creative thread throughout the print press and digital executions. A variety of iterations of the ‘pairs of feet and TV screen’ lock-up will run throughout the campaign including two pairs of feet and two pairs of children’s feet wearing socks and pyjamas decorated with on demand player logos.
It retains the ‘Extraordinary TV for Everyone’ strap-line used in the very first YouView advertising campaign last September.
This advertising campaign, which has a media spend in excess of £10million, was created by Albion, who replaced the incumbent agency Adam & Eve in April. Media was planned and bought by OMD.